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Hell Launches Wild Food Series with Gourmet Rabbit Pizza

Run Rabbit, Run Rabbit, Run Run Run…

Hell Launches Wild Food Series with Gourmet Rabbit Pizza

HELL is launching a unique series of wild food pizzas this month. The first member of the family is The Rabbit pizza, which will be in-store from 11 April – just in time for Easter.

The wild food pizza series is the first of its kind in New Zealand. A range of gourmet toppings will be released throughout 2014.

“HELL is best known for irreverent marketing campaigns, but this launch highlights how focused on product we are too, “ explains HELL General Manager, Ben Cumming. “Like all of our products, The Rabbit pizza was cooked up by the directors and staff at head office, led by our original founder, Callum, who created the first HELL recipes in 1996. In those days a chicken, cranberry and Brie pizza was considered out there! However, Kiwis are becoming more adventurous with flavours so we push the boat out a bit further now to capture the imagination of the public.”

The rabbit pizza base uses the same high quality ingredients as all HELL pizzas. The dough is made fresh each day and every pizza is handcrafted and made-to-order.

“Rabbit is one of the leanest, healthiest meats available, has a beautiful, subtle flavour and is a great match for the other ingredients on the pizza,” says Ben. “You get chunks of the smokey rabbit flavour complimented by the sweet and slightly spicy beetroot and horopito relish, then bursts of cream cheese and toasted pine nuts linger on the taste buds afterwards. We think it’s going to go down really well with New Zealand food lovers.”

Of course, a typically Hellish marketing campaign will also be running alongside The Rabbit pizza launch.

“I won’t spoil the surprise there but we’ve had a good opportunity to play on the whole Easter Bunny theme, and we’ve had a lot of fun coming up with some interesting concepts,” says Ben. “Our customers expect new and exciting things all the time with our product and our marketing - that’s the challenge for us, keeping it new and fresh.”


1) The USDA has stated that rabbit is the most nutritious meat known to man. It has about half the amount of cholesterol of chicken, turkey, beef, pork, or lamb and 33% less sodium than chicken.

2) Rabbits will produce 6 pounds of meat on the same feed and water as a cow will produce 1 pound of meat on the same feed and water.

3) Rabbits were first released in New Zealand by Captain Cook in 1777. They are considered a pest and can be hunted all year.

4) Two rabbits can produce nine million kittens in three years!

5) “Easter Bunny Syndrome” is a phrase used to describe people that happily eat other meats but have an aversion to rabbit due to the “cute” factor.

- Ends -

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