Today, it seems everyone is a celiac, or at the very least they’re gluten intolerant. Which is exactly why roughly 2,400 of Pizza Hut’s 6,300 domestic locations will begin selling gluten-free pizzas on January 26.
Pizza Hut will be the first major pizza chain to sell a pizza that is certified gluten-free. Two years ago, Domino’s rolled out a pizza sold with a gluten-free crust—but it wasn’t entirely gluten free.
The GF Pizza Hut pie is in partnership with Udi’s Gluten Free Foods—the largest gluten-free company in the world. A 10-inch, six-slice GF pizza at Pizza Hut will sell for $9.99. A slice is roughly 150 calories—about 100 calories less than the brand’s “Skinny Slice” pizza.
Hollywood will be the first market to experience Pizza Hut’s GF pizza, which seems appropriate. The chain will be serving Cheese Gluten-Free Pizza and Pepperoni Gluten-Free Pizza at A&E’s official after party for the 20th Annual Critics’ Choice Movie Awards on Thursday, reports USA Today.
According to a study by the research firm Datamonitor, roughly 44 million Americans show interest in purchasing gluten-free products of all kinds, and 22% of Americans buy gluten-free products occasionally. Those numbers aren’t small. And there were about 3,000 new gluten-free snack product introductions in the U.S. from 2008 to 2010, according to the consumer research specialist Mintel.
But don’t go thinking you just wake up one day and start serving gluten free pizza, oh no. USA Today explains the complexity of GF,
Pizza Hut execs don’t expect gluten-free to have a huge market, but it will appeal to a niche—”and eliminate the ‘veto vote’ for consumers who only want gluten-free options,” said David Gibbs, CEO at Pizza Hut, in a phone interview with USA Today.
[via USA Today]