• by Teresa Buyikian , April 11, 2025

Pizza Hut is appealing to a more elevated, sophisticated New Yorker palate with its latest limited-time offer that may be more appropriate for readers of Robb Report than MediaPost.

OK, not really, but the chain has put its own “twist on the caviar craze” with the launch of  Pizza Caviar, designed for “dipping, dunking, and ‘bumping,’” which is the trend of eating caviar directly off the back of the hand, rather than with a spoon, per Wikipedia.

And while caviar is indeed trending, with Forbes reporting the global caviar market is expected to reach a total value of $688.34 million by 2032, consumers shouldn’t expect to see it at their local pizza joint. Pizza Hut’s “caviar” is actually “pepperoni-flavored water and agar agar-based caviar-style pearls,” not actual fish roe, and just has the “look and feel of traditional caviar.”

The faux highbrow appetizer/condiment is served as part of the Pizza Caviar Bump Box, described as “a luxe, limited-time twist on My Hut Box meal.” The Box includes one cheese Personal Pan Pizza and choice of three plain boneless wings or fries, all topped with bursts of pepperoni-flavored Pizza Caviar.

"As a brand that's always pushing the boundaries of what pizza culture can be, we saw an opportunity to take one of today's biggest food trends and make it our own," said Melissa Friebe, CMO of Pizza Hut ,in the brand’s announcement. "Pizza Caviar is our way of bringing a touch of indulgence, while staying true to the flavors people love from Pizza Hut."

The brand is only offering the limited time Pizza Caviar Bump Box through April 12 (or while supplies last) in New York City at the Pizza Hut location at 932 8th Avenue. Several posts on Pizza Hut’s Instagram promote the new temporary offering, with several posters wondering if the “caviar” was an April Fool’s joke.

Pizza Hut has tapped various social media luxury content creators to promote the stunt, such as @averagesocialite on Instagram, who posted a behind-the-scenes video of the luxe box’s creation.