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Hell Unleashes Australasia’s Hottest Pizza

3 June 2014

Hell Unleashes Australasia’s Hottest Pizza – Invites Kiwis to Take It On If They Dare

This week, HELL is launching what it claims is the hottest pizza in Australasia. Christened the Angry Dragon, the R18 pizza is topped with Ghost Peppers, a record-breaking chilli pepper that measures 1 million Scoville heat units (SHU). It also features extra-spicy Dragon’s Fury Sauce from Fire Dragon Chillies.

Other ingredients include pepperoni, capsicum, Huffman’s Hot Sauce and black pepper.

HELL General Manager, Ben Cumming, says that only the bravest of souls should consider tackling the Angry Dragon.

“Believe us when we say that this pizza is hot – we have had it tested at a New Zealand lab and it has been verified as the hottest pizza in Australasia,” says Ben. “When we taste-tested the pizza, not one of the eight people trying it could finish more than two snack slices.”

“We know our customers are adventurous and are open to trying new things, which is why we are constantly striving to push the boundaries with innovative, new products like the Angry Dragon” adds Ben. “We think our customers, especially spicy food fans, are going to love this latest addition and will be open to giving it a go.”

Customers dining in at HELL can enter the ‘Slay the Dragon’ Challenge. Participants who successfully finish the entire pizza will receive:
• A full refund of the cost of the Angry Dragon pizza
• A free change of ‘Dragon Slayer’ HELL undies
• A Dragon Slayer certificate
• Full bragging rights with their picture on the HEL ‘Wall of Flame’ in-store and on the HELL Facebook page.

HELL customers eating the pizza at home will be able to post the evidence on the HELL Facebook page for inclusion on the online Wall of Flame and Wall of Shame or send videos and imagery to

There are strict guidelines around who can purchase the Angry Dragon. The pizza cannot be eaten by anyone who is pregnant or suffers from any condition that may be exacerbated by eating hot food. Customers must also sign a mandatory waiver that indemnifies HELL from loss or damages and assumes all risks of personal injury, possible loss of life, loss of earnings, and risks of damage to or loss of personal property.

“We are taking safety very seriously,” says Ben. “As well as strict rules around who can buy and consume the pizza, HELL employees have also received detailed instructions to prevent any injuries. This includes having to wear gloves at all times when preparing the pizza, which are then removed and thrown away immediately when finished.”

HELL supplier, Carrello del Gelato has produced an antidote especially for the Angry Dragon – a soothing Cucumber & Yoghurt Gelato. This is available for $4 with any Angry Dragon purchased. According to HELL: “It aint gonna solve your pain, but it might help…”

The cost of The Angry Dragon is $21 for a double and $10 for a snack. Customers can choose a vegetarian option by removing the pepperoni and adding an ingredient of their choice.

For more information on HELL and a full menu, visit Full conditions and details of the ‘Slay the Dragon’ challenge will also be on the website.

About Hell Pizza
Hell Pizza was launched in New Zealand in 1996, in Wellington. It has since expanded throughout the North and South Islands and can also be found internationally, including in the UK, Asia and Canada. In 2006, the founders sold the New Zealand Master Franchise Rights to Tasman Pacific Foods. However, standards started to slip under the new owners – quality was down and franchise holders were unhappy. After returning from a stint developing the business overseas in 2009, original founders, Callum and Stu, bought Hell Pizza New Zealand back. Since then, the focus has been on reconnecting with Kiwi customers, improving ingredients and launching some great new products. They have also had fun with their marketing approach, sometimes treading on a few toes but always attracting attention and the on-going loyalty of their customers. For more information visit


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