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MENU INNOVATIONS | Staff Reporter, UK
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Domino's unveils new offering to help boost brain power

It introduces ‘brain food pizza’ to mark the opening of its new Durham site.

The special edition ‘Crust to Cram to’ menu has been designed with the help of Durham-based nutritionist Caroline Innes, BSc Hons Nutrition and Health Sciences.

The pizza comes with mind-enhancing ingredients including anchovies – rich in Omega-3 known to support mental development and visual acuity; black olives – a high source of vitamin E known to enhance memory and cognitive skills; and red peppers – full of iron to help accelerate oxygen around the body and into the brain. Other toppings include jalapeños, chicken, red onions and mushrooms.

The launch of the new menu follows research revealing that pizza is a student favourite with a quarter (25%) regularly ordering pizza as a study aid – and four in five (83%) saying they can’t focus on an empty stomach. Over half (52%) of students think they take in more knowledge after they’ve eaten and nearly three quarters (72%) say food helps reduce study stress. 

Nutritionist Caroline Innes said, “The brain needs a number of different nutrients to function effectively, such as glucose, vitamins and minerals, and essential fatty acids. In collaboration with Domino’s, we have looked to use a range of toppings to create the ultimate revision treat, proven to help with cognitive function. For example, we chose chicken because it contains B vitamins which provides the brain with neurotransmitters serotonin, dopamine, and GABA (gamma-aminobutyric acid). Eaten in the right quantity, it could help improve concentration and memory, ahead of exams!”

Emily Smith, store manager at Domino’s Durham, said, “Our research proves that pizza is the food of choice for students whilst studying, and with Domino’s being the nation’s favourite, we decided to create a snack that Einstein himself would tuck into. We hope our ‘crusts to cram to’ menu, launching in our new Durham store, will encourage students to study even more!’

The menu is available at the new Durham store in Dragonville Retail Park, three miles from Durham University. Both meat and vegetarian options are available.

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