For the first time in 50 years, Domino’s Pizza is changing its core pizza recipe with 3,750 tonnes of a new tomato sauce being rolled out to stores across Australia today.

In its biggest change to the core menu ever, the pizza franchise’s new sauce contains 40 per cent more herbs, tastier tomatoes and “a little zing”.

2010 marks the company’s 50th year in business, and according to Domino’s CEO Don Meij, this recipe change is a means of ensuring that it remains competitive well into the future.

“In order to be successful for another 50 years, we knew we had to step up our game. We’ve listened to our customers who said they wanted a better sauce with more flavour, and we have delivered,” he said.

He said the introduction of the sauce in Australia followed its popularity in the US and is the result of 12 months of extensive research.

“Over the past 18 months we have been completely reinventing the Domino’s brand and our menu offerings. Eighty per cent of the Domino’s menu is new since 2008, with the addition of our Big Taste range, pastas, choc lava cakes, oven-baked sandwiches and most recently our healthy Good Choice range. Switching our 50 year old sauce recipe for a new one is just the next step to take Domino’s into a new decade,” said Meij.

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