The 4ForAll - four individually-topped, six-inch- square pizzas in one box - is the first product of its type launched by the pizza chain in the UK. It is intended to overcome the problem of families rejecting the option of eating pizza because of indecision over toppings.
Pizza Hut is planning aggressive activity to promote the product, which will be priced £10.99 and will be available from 21 March.
Ads will be created by Wieden & Kennedy London, its first work for Pizza Hut since it picked up the account from Abbott Mead Vickers BBDO last month.
Simon Wallis, director of retail marketing at Pizza Hut, said the aim is to establish 4ForAll as a flagship product in the UK, adding that its importance ranked alongside that of the introduction of its Stuffed Crust variant in 1995.
'Product innovation continues to be a key driver of our success and the 4ForAll pizza is a significant launch for us in 2005.'
The product was introduced by Pizza Hut in the US last year during the key advertising period of the Super Bowl, with executions featuring Miss Piggy and Jessica Simpson. It has been a major success, fuelling 6% and 5% sales increases for the first and second quarters of 2004 respectively.
Rival pizza chain Domino's has subsequently developed a competitor product - the Four Quarters pizza.
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