The Robert Redford of Pizza
I haven’t eaten at Pizza Hut in years (though I did work at a takeout-only branch the summer between high school and college and ate personal pan pizzas nearly every day) so it’s not likely that a marketing gimmick such as their new (nationally—it launched in test markets last year) pizza, The Natural, will sway me. What I do find interesting is how quickly a food fad will sweep the nation, not that I’m one to argue with a move toward zero high fructose corn syrup and filler-free sausage.
Pizza Hut’s own research found that 73% of those surveyed believe “foods that are natural have flavor the way it was meant to taste.” Ok, that’s a bit vague.
But this newfound faith in nature has been bolstered by recent studies. According to Mintel, in the US 33% of new food and beverage products touted being natural in 2008, a 16% rise from the previous year.
Nielsen has reported that food with natural claims accounted for $22.3 billion in sales in 2008, a 10% increase versus 2007. Meanwhile low carb products decreased 3% during the same time period. Natural in, restricted eating out.