February 12, 2010 / 10:59 AM / 10 years ago

Heart-shaped pizza for a really cheesy Valentine

TOKYO (Reuters) - Chocolate may be the world’s favourite Valentine treat, but in Japan, a heart-shaped pizza hopes to win a slice of consumer love.

In Japan, women normally give chocolate to men on Valentine’s Day, with the men reciprocating one month later on White Day. But for those who prefer to offer their loved one something savoury, pizza chain Domino’s has the answer.

“We made this heart-shaped pizza to provide customers with a way to surprise their boyfriends or girlfriends,” said Nobuo Fujima of Higa Industries, the company that operates the Domino’s Pizza franchise in Japan.

The pizza costs about $14 (9 pounds) and Domino’s has already started receiving orders for it ahead of Valentine’s Day on Sunday.

But not everyone’s got their heart in the promotion.

“Making this is much more difficult than normal pizzas,” said Domino’s staff member Shino Nakauchi.

Reporting by Chris Meyers, editing by Miral Fahmy

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