Pizza Hut is debuting a new pizza with a monstrous heap of cilantro on top of it
Pizza Hut is launching a new pizza in Japan with a thick layer of cilantro on top of it.
Each slice of the pizza is seasoned with at least three stalks of the divisive herb, the company said.
The chain restaurant said the new pizza is part of a wider move to attract Gen Z consumers.
Pizza Hut Japan is launching a new pizza topped with prawns, tomato paste, yangnyeom sauce — and a monstrous heap of cilantro.
The chain restaurant on Monday announced the "Too Much Cilantro" pizza, which it says will have each slice seasoned with at least three stalks of the pungent herb.
"The moment you open the box, you'll be surprised by the fragrance," Pizza Hut said in a press release.
"It's a non-standard amount of cilantro to which Gen Z can't help but say: 'Wow, it's like grass is growing,'" it added.
The company said it designed the cilantro pizza as part of a larger drive to update its branding and attract younger consumers.
On Monday, it posted a TikTok video of its marketing team proposing "Too Much Cilantro" to Pizza Hut Japan's president, Shoichi Nakamura.
@pizza_hut_japan 社長に新商品提案してみた🙄🌿 #ピザハット #パクチーすぎて草 #パクチー #社長 #社長と部下 ♬ オリジナル楽曲 - 【公式】ピザハット
The green-topped dish was one of over 100 "eccentric" marketing ideas drafted by the Pizza Hut Japan team, the company said.
"Too Much Cilantro" pies will be sold in limited quantities from March 20 to April 9 at 251 of Pizza Hut Japan's 520 outlets in Japan, the franchise said.
The grassy pizzas come in only one size — medium, or roughly 10 inches in diameter — and they'll sell for $19 per pie if bought via takeout and around $21 if delivered.
Cilantro is perhaps one of the world's most divisive ingredients. The herb is often used in Mexican, Asian, and Indian cooking, but is reviled by diners who say it tastes like soap or dirt. A study of 30,000 people in 2012 found that the the split between perspectives could stem from genetic differences.
In Japan, cilantro is known as pakuchi, and food manufacturers and restaurants have experimented on using the herb in recipes for anything from ice cream to cheese.
It's not the first time Pizza Hut has based a promotional dish on a divisive food item. The global chain previously offered pizzas in Asia Pacific countries starring the durian — a fruit beloved by locals but often abhorred by foreigners.
The restaurant chain's Asia Pacific chief brand officer, Pankaj Batra, told marketing magazine Campaign in 2020 that Pizza Hut's novel flavors were part of its advertising drive to reach Gen Z customers.
Pizza Hut Japan's press department did not answer calls from Insider by press time.
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