PHOTO: CNN
Now playing
04:53
Fake meat is the future. Here's why
New KFC chicken sandwich
New KFC chicken sandwich
PHOTO: KFC
Now playing
01:06
These are the chicken sandwich war's newest contenders
Now playing
01:16
See Burger King's retro new logo and uniforms
Now playing
03:39
This vegan restaurant is actually opening locations during the pandemic
PHOTO: Stew Leonard's
Now playing
04:46
Stew Leonard's CEO: We have plenty of food
PHOTO: Lifetime
Now playing
02:34
Mario Lopez stars as KFC's Col. Sanders in steamy movie
Now playing
02:48
Goldbelly is shipping food from iconic restaurants nationwide
Now playing
02:46
Why the world's largest ice cream company is betting on home delivery
screengrab mcplant
screengrab mcplant
PHOTO: Getty Images
Now playing
02:05
Internet mocks McDonald's new meatless burger
bacon mask 2
bacon mask 2
PHOTO: CNN
Now playing
02:00
This company is giving away bacon-scented face masks
Now playing
02:19
People are brewing fancier coffee at home. That's good for this company
Patrick Stewart and Mark Hamill, two legendary cultural icons, come together to settle the greatest debate of all time - what
Patrick Stewart and Mark Hamill, two legendary cultural icons, come together to settle the greatest debate of all time - what's for dinner?
PHOTO: Uber Eats/Youtube
Now playing
01:00
Uber Eats' new ad pits Luke Skywalker against Capt. Picard
Now playing
02:42
Imperfect Foods' business is booming during the pandemic
PHOTO: Milk Processor Education Program
Now playing
01:05
Watch the new 'Got Milk?' ads
Now playing
02:45
This small business stood for a century, but Covid-19 closed it in months
A man wears a mask as he walks past a McDonald
A man wears a mask as he walks past a McDonald's fast food restaurant during the COVID-19 pandemic, in Los Angeles, California, April 6, 2020. (Photo by Robyn Beck/AFP/Getty Images)
PHOTO: Robyn Beck/AFP/Getty Images
Now playing
01:43
McDonald's sales plummet in dismal quarter
(CNN Business) —  

Incogmeato, Kellogg’s new line of plant-based protein, is coming to Pizza Hut.

Starting on Wednesday, the pizza chain will serve a new vegetable pizza topped with Incogmeato’s meatless Italian sausage at one location in Phoenix, Arizona. The test will last for a limited time. Pizza Hut will sell the pie in a new, round pizza box, which it is also testing at the Phoenix location.

Taken together, the Garden Specialty Pizza and the new packaging may attract customers who are concerned about the environment. Plant-based proteins use far less water and are responsible for fewer emissions than their animal protein counterparts. And the round pizza boxes use less packaging than traditional square boxes.

It took about two years to develop the round box.
It took about two years to develop the round box.
PHOTO: Pizza Hut

It took two years to develop the box, said Nicolas Burquier, chief customer and operations officer for Pizza Hut. He called the container “the most innovative packaging we’ve rolled out to date.”

While Pizza Hut may be leading the pack when it comes to pizza boxes, it’s following a more established pattern by testing out a product that features plant-based protein.

Dunkin’ recently announced that it is rolling out its Beyond Meat breakfast sandwich nationally in November, two months ahead of schedule, because its New York City test of the product exceeded expectations. And Burger King announced that it would make its Impossible Whopper available nationally after just one month of testing.

Plant-based proteins also sell well in the grocery aisle. US retail sales of plant-based foods have grown 11% in the past year, according to a July report from trade group Plant Based Foods Association and the Good Food Institute, a nonprofit that supports plant-based businesses. Kellogg (K), which first announced Incogmeato in early September, isn’t the only big food company with a new line of meat substitutes. Nestlé (NSRGY), Tyson (TSN), Smithfield (SFD) and Kroger (KR) are also launching their own plant-based products.

Kellogg
Kellogg's Incogmeato.
PHOTO: Kellogg Company

Kellogg is also not the first to partner with a restaurant to introduce a new product to consumers. Impossible Foods debuted its plant-based sausage with Little Caesars in May.

Kellogg and Pizza Hut recently partnered on another limited-time menu item, the Stuffed Cheez-It Pizza, which is designed to look like an oversized Cheez-It cracker. That collaboration led to a discussion about incorporating Incogmeato into the Pizza Hut menu, explained Marianne Radley, chief brand officer for Pizza Hut.

“Exploring plant-based options together was really just a natural conversation,” Radley wrote in an email to CNN Business. The Garden pizza and round box will be sold together for $10.