TEL AVIV – Nana Shrier, owner of the stylish Georgian restaurant Nanuchka in downtown Tel Aviv, shocked Israel’s culinary world when she removed all animal-based products from the menu. A year later business is thriving, defying those who predicted its demise.
Nanuchka is part of a growing trend that has transformed Israel’s financial center into a haven for meatless cuisine. Some 400 food establishments are certified "vegan friendly," including Domino’s Pizza, the first in the global chain to sell vegan pizza topped with non-dairy cheese.
"There is a good crowd for it, a very loyal one," vice president of marketing Ido Fridman said, noting Domino’s Israel sold over half a million vegan pizzas in the past year.