There are some things in life that simply cannot be brushed off or passed by and demand a little pause for thought.
And while we're always slightly suspicious of sweet-savoury food amalgamations, the latest offering from Pizza Hut does sound rather genius.
The folks over at the US base of the pizza chain have just announced they will begin delivering giant chocolate chip cookies sliced up like their famous pies as of next Monday (21 July).
These legendary-sounding creations are being sold as the "Ultimate Hershey’s Chocolate Chip Cookie" and will set chocolate-lovers back $4.99 (around £2.90) for a cookie with pizza, or $5.99 (£3.50) for the cookie alone.
The Hershey's cookie pizza: photo courtesy of Pizza Hut
Next week, 10% of each cookie’s sale will go to the World Food Programme during a nation-wide "bake sale."
The company first teased its new cookie invention via a post on its Facebook page.
"Millennials tell us it’s what they want," Carrie Walsh, chief marketing officer at Pizza Hut, told USA Today. "They like to cap off a great pizza with a great dessert."
But before you get too excited at the thought of gooey, oozing, chocolately pizza goodness, it's worth bearing in mind that this wondrous invention is only available in US stores for now.
Stay tuned for news of its migration over the pond, though. To us, it sounds like the kind of inspired foodie brainwave that is right up there with bacon chocolate truffles.
Photos: Pizza Hut