• Brandweek , Monday, August 4, 2008 10:30 AM

Pizza Hut is preparing a new pizza for health-conscious consumers called "the Natural" that will combine a multigrain crust, organic tomato sauce and preservative-free toppings. It will be introduced in Tampa and Dallas in coming weeks, and rolled out nationally later this year.

The pie is a response to an emerging consumer need: the desire to eat pizza and still remain healthy, according to Brian Niccol, Pizza Hut's CMO. A campaign for the Natural includes national TV spots. Tagline: "So pure. So real. We had to call it the 'Natural.'"

Pizza Hut will box the new pie --which will retail for $9.99 -- using packaging made from 75% recycled material.

Read the whole story at Brandweek »