Pizza Hut took the challenge head-on, working with an aromachologist to develop Eau de Pizza Hut.
The new scent is available for the first time globally, but will only be awarded to the biggest Pizza Hut fans on a limited country-by-country basis.
More than 10 global markets will begin awarding fans the scent just in time for Valentine’s Day.
“The Eau de Pizza Hut is perhaps the most unique scent we’ve ever developed,” said Ashlee Firsten of Aromachology, a US-based custom perfumery. “The cologne has a slightly sweet base scent of freshly rising dough, but finishes decidedly savoury with hints of Italian spice such as oregano, vine-ripened tomato sauce, the crispness of fresh-sliced vegetables and all wrapped by wafts of cheesy goodness. It’s really a quite complex combination of aromas that results in the hunger-inducing smell of a fresh Pizza Hut pizza.”
A prototype of the Eau de Pizza Hut was released with fewer than 100 bottles in Canada late last year, but demand quickly built from consumers around the world, prompting Pizza Hut to increase production and release the cologne globally.
“In many ways, we feel like a celebrity launching our signature scent,” said Alan Gravely, CMO, Yum! Restaurants International. “We had no idea that the notion of a cologne that smells like our fresh pizzas would generate this level of passion from people who want to get their hands on a bottle.”
Missing your recently shut down Pizza Hut?Relive those “happy” memories. “@foodbev: Eau de Pizza Hut ow.ly/hDBv3 “ — Karen Brown (@Kentgal) February 13, 2013
Missing your recently shut down Pizza Hut?Relive those “happy” memories. “@foodbev: Eau de Pizza Hut ow.ly/hDBv3 “
— Karen Brown (@Kentgal) February 13, 2013
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