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Pizza Hut's latest gambit: Imperfect crusts

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CANDICE CHOI | January 15, 2014 04:01 PM EST | AP


NEW YORK (AP) — If you notice some air bubbles and stray cheese on your Pizza Hut crust, it's not an accident. It's all part of an effort to appear more authentic.

The nation's largest pizza chain is set to announce a revamped hand-tossed pie this week that it says has a lighter, airier crust brushed with a garlic butter seasoning.

Although Pizza Hut isn't touting it as prominently, there's another feature to the new recipes worth noting: deliberate imperfections.

Carrie Walsh, Pizza Hut's chief marketing officer, says employees were trained to have "more freedom" when stretching out the hand-tossed pies. The idea is to give them a more handmade look, in line with the growing push by companies to ensure their food doesn't seem as though it rolled off a factory conveyor belt.