By Amy Lawrenson
Okay, the festive season is upon us and at this time of year everyone gets a bit silly, right?
Well Pizza Hut has proved that silly season is well and truly upon us by launching a Pizza Hut perfume. Honest.
The whole concept started out as a joke on the brand's Canadian Facebook page in August when they asked 'Do you love the smell of a box of Pizza Hut pizza being opened? We thought so. If that smell was a perfume, what would it be called?'
Response was so huge that Pizza Hut decided to make a limited run of the fragrance and send it to the first 100 Facebook fans that commented.
According to Adam Luck, Grip Limited's MD (the advertising firm that works with Pizza Hut in Canada) the perfume will smell 'like dough with a little bit of seasoning added.'
'We discovered it was hard to match the smell of freshly baked bread, but it smells somewhat close,' said Pizza Huts director of marketing, Beverly DCruz. While you might not want to wear the scent, you could use it as a room spray, however as D'Cruz quite rightly pointed out, 'one couldbut think how disappointed youd be if you walked into a delicious-smelling-pizza room only to find that there was no pizza to be had.'
It's not the first fast food joint to launch a perfume, there was Burger King's ill-fated Flame fragrance a few years ago. Fast food fragrances may well be pushing the whole foodie fragrance thing too far but edible aromas play a huge part in the perfumes we wear. Jo Malone Black Vetyver Cafe Cologne, £38, has the aroma of roasted coffee beans, while Lady Gaga's Fame, £24.50, includes honey and apricot, for example.
If you could create a fragrance based on a food, what would yours smell like? Tweet us @ellebeautyteam