The pizza-scented perfume is part of a social engagement initiative led by the creative and digital agency Grip Limited.
Pizza Hut decided to concoct the perfume after the company's community managers posted a joke on Facebook last August about bottling the smell of fresh-made pizza.
Fans reacted so well to the post that within half an hour “a few thousand people” had responded saying they wanted a bottle, said Grip Limited's managing director, Adam Luck.
Now 100 of those fans will receive their own bottles of the fragrance.
Luck said fans can expect the perfume to smell "like dough with a little bit of seasoning added.” Pizza Hut’s director of marketing, Beverly D'Cruz noted that the perfume is more about entertainment than the aroma.
“We discovered it was hard to match the smell of freshly baked bread, but it smells somewhat close,” she said. One could also spray the perfume around a room to make it smell like pizza, she added.
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