When it comes to pizza, Malaysians like their pies hot, hot, hot.
Aiming to meet their need for heat, Pizza Hut Malaysia has rolled out a fiery new offering called the Pizza Mega Lada. The flame-eater's fantasy gets its kick from a heaping helping of black pepper.
In a statement released by the company, S.K. Wong, vice-president of KFC Holdings, Pizza Hut Malaysia's parent company, said Malaysians love incendiary foods, and that he expects the Mega Lada to be a mega-hit.
"It's topped with black pepper sauce, loaded with chunks of black pepper chicken and served piping hot to spice things up," Wong said.
The company spent about a $350,000 dollars on a media-blitz introducing the new pie.