Kuala Lumpur, Malaysia – Pizza Hut Malaysia has introduced a new Hand Tossed Sourdough crust option across its nationwide menu, unveiling the product through a public countdown installation in Bukit Bintang.
The campaign launched through a large-format digital screen in Bukit Bintang began displaying what appeared to be a live stream of rising dough alongside the message: “Our dough takes 16 hours to rise, for the perfect pizza.” The display functioned as a 16-hour countdown, with no further explanation from the brand during the duration of the activation.
When the countdown reached zero, Pizza Hut Malaysia revealed that the display marked the launch of its Hand Tossed Sourdough crust, which is now available as a crust option for pizzas across its full menu nationwide.
The campaign centred on highlighting the preparation process behind the new offering. According to the company, each Hand Tossed Sourdough base undergoes a 16-hour cold fermentation process in Pizza Hut kitchens before toppings are added. The process takes place before restaurants open and is completed daily in preparation for service.
The brand said the public countdown was designed to draw attention to the behind-the-scenes preparation involved in pizza-making, presenting the fermentation process as part of the product’s overall quality and craftsmanship.
The sourdough fermentation process produces a crust described by the company as airy, light, and crispy. Unlike conventional pizza dough, sourdough develops texture gradually through fermentation, resulting in a crust designed to maintain structure while offering a lighter eating experience. The crust can be paired with any pizza on the menu.
As part of the launch, Pizza Hut Malaysia also held an event at Pizza Hut Pavilion Elite, where its Craftmasters conducted live pizza-making demonstrations for members of the public. The demonstrations showed the preparation process from dough shaping to baking.
The Craftmasters are trained kitchen specialists responsible for maintaining consistency in pizza preparation across Pizza Hut outlets nationwide. The launch event aimed to bring visibility to the skills and preparation processes typically carried out behind the scenes in restaurant kitchens.
The Hand Tossed Sourdough launch follows an earlier product initiative, Pizza Ayam Bakar, which featured tableside torching demonstrations in dine-in restaurants earlier this year. According to the company, both launches are part of a broader effort to highlight the craft involved in preparing its menu items.
Aileen See, Chief Marketing Officer at Pizza Hut Malaysia, said the campaign aimed to highlight the preparation process behind the product.
“Today’s consumers are not just looking for great taste, but for experiences that feel considered and meaningful. With Hand Tossed Sourdough, we wanted to show that good pizza starts long before it reaches the table. The 16-hour countdown was a way to make that invisible process visible, and to express our continued commitment to craftsmanship in a way people could experience in real time. None of this is possible without the skilled Craftmasters in our kitchens, and this launch is as much a celebration of them as it is of the product.”
The Hand Tossed Sourdough crust is now available across Pizza Hut Malaysia outlets nationwide, including as part of bundled meal options such as MyBox and WeBox, with prices starting from RM14.59.
From 28 April to 8 June 2026, customers purchasing a regular pizza can also receive a complimentary Hand Tossed Sourdough pizza as part of a limited-time promotion.
![[Appointment] KFC & Pizza Hut x WPP](https://marketech-apac.com/wp-content/uploads/2026/04/Appointment-KFC-Pizza-Hut-x-WPP.jpg)
