News | June 24, 2021

General Assembly Pizza And Impossible Foods Kick Off Multi-Channel Relationship With Impossible Pizza Launch

TORONTO--(BUSINESS WIRE)--

Today, General Assembly Holdings Limited (“GA Pizza” or the “Company”) (TSXV: GA) launches the new Impossible Pizza. The naturally leavened pie features a New York-inspired flavour profile and fennel-spiced Impossible™ product, made from plants. The collaboration marks Canada’s first wood-fired Impossible Pizza experience and kicks off a multi-channel brand relationship. The Impossible Pizza will be available to Torontonians at GA Pizza’s waterfront patio location—a summer-long satellite restaurant at Harbourfront Centre’s The Slip.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210624005589/en/

Canada's First Wood-Fired Impossible™ Pizza Experience at GA Pizza's Harbourfront Location at The Slip. GA Pizza's Impossible™ Pizza features housemade tomato sauce, fennel-spiced Impossible™ product— made from plants and seasoned with chili, garlic, toasted fennel seed—fresh anaheim chilis, thinly shaved white onions and three types of cheese: grass-fed mozzarella, fior di latte, and grana padano and sicilian oregano. (Photo: Business Wire)

Canada’s First Wood-Fired Impossible™ Pizza Experience at GA Pizza’s Harbourfront Location at The Slip. GA Pizza’s Impossible™ Pizza features housemade tomato sauce, fennel-spiced Impossible™ product— made from plants and seasoned with chili, garlic, toasted fennel seed—fresh anaheim chilis, thinly shaved white onions and three types of cheese: grass-fed mozzarella, fior di latte, and grana padano and sicilian oregano. (Photo: Business Wire)

Khaleed Juma, GA Pizza’s Chief Marketing Officer, is ecstatic about the synergy between the brands, and says: “The relationship between GA Pizza and Impossible Foods paves the way for a new wave of menu innovation. Our Pizza People are hungry for flexitarian options that don’t sacrifice quality, nutrition, and most importantly, taste, and working with Impossible Foods, allows us to continue to pursue our ‘you CAN have it all’ strategy when it comes to delicious pizza. My hope is that this is just the beginning.”

GA Pizza Chefs Curt Martin and Nicholas Morra drew inspiration from iconic pizza destination, Brooklyn, NY to create the new Impossible Pizza. The 10” pizza features housemade tomato sauce, Impossible product made from plants and seasoned with chili, garlic, and toasted fennel seed. Fresh anaheim chilis and thinly shaved white onions complement the fennel-spiced plant-based protein. The pizza is finished with three types of cheese: premium fior di latte, grass-fed mozzarella, and grana padano. The made-in-Italy brick oven is fuelled by Canadian oak and sugar maple, which adds a delicious smoky flavour to the pizza’s toppings: “There’s nothing in the world that beats wood-fired pizza—that beautiful leoparding on the crust, and the gorgeous aromas. This pizza has hints of anise from the fennel, and a floral note from our wild oregano.” said Morra.

The Impossible Pizza flexitarian option introduces a new way to pizza, blending GA’s old world technique of naturally leavened dough and a wood-fired cook, with delicious new world innovation from Impossible Foods.

Impossible Foods’ Nick Halla, Senior Vice President of International, adds, “We’re thrilled to kick off our relationship with GA Pizza this summer with the release of the new Impossible Pizza. Not only are we huge fans of their product, but we also believe there’s so much affinity between the two companies and are excited for what we’ll offer down the road. GA Pizza’s commitment to quality, innovation and delivering delicious food to their customers makes us highly confident they will be fantastic stewards of Impossible Foods’ award-winning plant-based meat. We can’t wait to see what our companies deliver together in the future.”

Impossible Pizza will be served alongside GA pizza classics, like Mila Margherita, Sweet Heat, and King ‘Shroom, at GA Pizza’s semi-permanent restaurant at The Slip. Toronto’s largest waterfront patio, with a capacity of 800 seats, The Slip will offer GA Pizza’s naturally leavened, wood-fired personal pizzas, beginning on Thursday, June 24 for lakeside dining and takeout. Open views to the dough and pizza preparation, and of course, the central element: GA Pizza’s formidable wood-fired brick oven—a culinary revelation for any pizza lover.

For more information, visit gapizza.com.

*Impossible™ is a trademark of Impossible Foods Inc. Used under license.

About GA Pizza

GA Pizza began its life as a fast-casual pizza restaurant in the heart of Toronto. Three years later, we also offer a freezer-to-table consumer packaged goods line, and a groundbreaking direct-to-consumer platform: a pizza subscription (gapizzaclub.com) and a gifting service (give.gapizza.com). Our ambition? Make delicious pizzas available to everyone, everywhere. We’re always working to take pizza to new heights—from showing the world that better pizza is possible, to finding new spaces and places to deliver unrivaled pizza experiences. Find us at the grocery store or visit gapizza.com.

GA Pizza media assets available for download.

About Impossible Foods:

Based in California’s Silicon Valley, Impossible Foods makes delicious, nutritious meat and dairy products from plants — with a much smaller environmental footprint than meat from animals. The privately held company was founded in 2011 by Patrick O. Brown, M.D., Ph.D., Professor Emeritus of Biochemistry at Stanford University and a former Howard Hughes Medical Institute investigator. Investors include Khosla Ventures, Bill Gates, Google Ventures, Horizons Ventures, UBS, Viking Global Investors, Temasek, Sailing Capital, and Open Philanthropy Project.

Press kit:

www.impossiblefoods.com/media

Neither TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release.


Forward-Looking Information

This press release contains statements which constitute “forward-looking information” or “forward-looking statements” (together “forward-looking information”) within the meaning of applicable securities laws, including statements regarding the plans, intentions, beliefs and current expectations of the Company with respect to future business activities and operating performance. Forward-looking information is often identified by the words “may”, “would”, “could”, “should”, “will”, “intend”, “plan”, “anticipate”, “believe”, “estimate”, “expect” or similar expressions and includes information regarding anticipated increases to the Company's production capacity at the master facility and the Company's growth strategy.

Investors are cautioned that forward-looking information is not based on historical facts but instead reflect the Company’s management’s expectations, estimates or projections concerning future results or events based on the opinions, assumptions and estimates of management considered reasonable at the date the statements are made. Although the Company believes that the expectations reflected in such forward-looking information are reasonable, such information involves risks and uncertainties, and undue reliance should not be placed on such information, as unknown or unpredictable factors could have material adverse effects on future results, performance or achievements of the combined company. Among key factors and risks that could cause actual results to differ materially from those projected in the forward-looking information may include, without limitation, the following: there being no market for the securities of the Company; the Company’s limited operating history; global economic risk; COVID-19’s impact on the Company; the general economic environment; cybersecurity risks; financial projections may prove materially inaccurate or incorrect; the Company may experience difficulties to forecast sales; general competition in the industry from other companies; management of growth-related risks; reliance on management; risks relating to insurance; changes in food and supply costs could adversely affect profitability and ultimately our results of operations; our business could be adversely affected by increased labour costs or difficulties in finding suitable employees; changes in customer tastes and preferences, spending patterns and demographic trends could cause sales to decline; changes in nutrition and food regulation; failure to establish our master production facility; failure to expand production capacity; disruption at our facilities; government regulation of the food industry creating risks and challenges; risk associated with food safety and consumer health; changes in internet and social media search algorithms; risks associated with leasing commercial and retail space; third party reliance for shipping and payment processing; environmental laws; we may not persuade customers of the benefits of paying our prices for higher-quality food; our marketing and advertising strategies may not be successful, which could adversely impact our business; requirements for further financing; the Company may prioritize customer growth and engagement and the customer experience over short-term financial results. This forward-looking information may be affected by risks and uncertainties in the business of the Company and market conditions.

Should one or more of these risks or uncertainties materialize, or should assumptions underlying the forward-looking information prove incorrect, actual results may vary materially from those described herein as intended, planned, anticipated, believed, estimated or expected. Although the Company has attempted to identify important risks, uncertainties and factors which could cause actual results to differ materially, there may be others that cause results not to be as anticipated, estimated or intended. The Company does not intend, and does not assume any obligation, to update this forward-looking information except as otherwise required by applicable law.


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