Domino's Pizza UK & Ireland Ltd (Domino's) explained that their supplier had confirmed that pork ribs were removed from the belly of pork along the intercostal line and that the pork belly was the intercostal muscles in-between the ribs. Therefore, the pork belly (or intercostal muscles) and the rib meat were the same cut of meat. They further explained that their product supplier had worked closely with its Environmental Health Officer when producing the product for Domino's and the local Environmental Health Officer confirmed that he did not have any issue with the name "boneless pork ribs" because he believed the name of the food was precise enough to indicate the true nature of the product.  Domino's provided a copy of the correspondence from the Environmental Health Officer to the product supplier.  They said that on the basis that pork belly was from the same cut of meat as the ribs, they believed that "boneless ribs" was an acceptable way to describe the product to customers. They did not therefore consider that the claim "boneless ribs" was misleading.

Clearcast said they fully endorsed Domino's comments on the complaint.