Pizza Hut Enters New Food Category with “Melts” And It Is Not Pizza!

Pizza Hut Enters New Food Category with “Melts” And It Is Not Pizza!

New handheld product expected to draw wider contemporary consumer base.

Pizza Hut Malaysia is set to entice diners with an entirely new product range called Pizza Hut Melts™. The new offering features a baked crunchy wrap crust which is loaded with a choice of four different varieties of hearty toppings, each oozing copious amounts of mozzarella cheese.

The new product is part of the brand’s strategy to expand its consumer base beyond occasional diners, who tend to see Pizza Hut as a celebratory dining destination.

Pizza Hut Malaysia Chief Marketing Officer Emily Chong sees the introduction of Melts unlocking a whole new range within the brand, consequently making it more accessible while drawing a larger pool of younger consumers.

“Melts is designed for the busy on-the-go lifestyle of young Malaysians who crave a cheesy meal but may not have the time to enjoy a whole pizza. Pizza Hut is focused on being more than just an occasional treat. We aim to become a contemporary, everyday meal option, and the Melts, are a perfect vehicle for this strategy. They are quick, tasty and lend themselves to both solo and group diners, which is something our research shows is on trend,” said Chong.

To mark this significant foray, Pizza Hut is collaborating with up-and-coming female pop group – Dolla. The Malaysian girl band which recently had a big Hari Raya hit, have been named product ambassadors for Pizza Hut Melts.

The four Pizza Hut Melts flavours; BBQ Chicken, Chicken Mania, Surf’s Up and Aloha Lover are priced from RM16.90 for ala carte, from RM17.50 with dipping sauce, and from RM18.90 for a MyBox Melts set, which includes a side and a drink.