We all expect a tinge of pumpkin spice to flavour up our lives in the fall, whether it be in latte, pie, or scone form.
But popular macaroni and cheese brand Kraft Dinner has caused quite the stir after announcing the launch of a limited edition pumpkin spice version of their product.
In a statement released Tuesday, the company touted the new ‘Pumpkin Spice KD’ as a “spicy cheesy treat” that comes in a white cup, topped with cinnamon spice—an obvious parody of the classic Pumpkin Spice Latte released by cafés big and small each fall.
“KD has always been known for its one of a kind cheesy taste and after years of watching Canadians get excited for pumpkin spice season, we felt that it was time to combine the two iconic flavours and create Pumpkin Spice KD,” said Brian Neumann, Senior Brand Manager, Brand Building & Innovation, Kraft Heinz Canada.
“Canadians have always made KD their own way and not many people would expect KD to be part of the PSL conversation, but that’s the whole point. Only 1000 will be made. So, move over lattes and muffins, PSKD is the must try new flavour this fall.”
The exclusive new product has its own online waitlist that Canadians have allegedly been signing up for to be notified when the ‘PSKD’ is released.
Once it’s launched, the 1,000 new products packages will include KD, a Pumpkin Spice Boost Pack, a fork, and a signature white coffee-style cup personalized with your misspelled name on it.
If that wasn’t an obvious enough troll on Starbucks’ famous PSL and misspelled names, KD’s announcement of the product was tweeted in a response to Starbucks’ ‘first day of fall’ PSL post:
Magical pumpkins are cool @Starbucks, but how about some magical #FirstDayOfFall #PumpkinSpiceKD? https://t.co/Vfob3RExjH pic.twitter.com/Jptrm9csFw
— Kraft Dinner (@kraftdinner) September 22, 2020
The announcement of this odd new flavour combo elicited mixed responses from Canadians on social media.
While some are intrigued and even excited…
is that saying that I (KD) am turning in to Pumpkin Spice in October???? Could be the most exciting thing that has happened to me thus far in 2020….
— Kent Dunbar (@gottobekd) September 22, 2020
Tbh pumpkin mac and cheese rules and I would be down to try pumpkin spice KD y’all are just cowards
— Mel (@gaymergirlmel) September 22, 2020
I need the pumpkin spice KD
For science— Nat (@nfstrongarm) September 22, 2020
…others were revolted and even angered by the flavour combo.
I think some product development and marketing teams need to be sent into exile. Pumpkin spice KD deserves a full team banishment to a frozen, lonely wasteland.
— Rene Mauthe (@rmauthe) September 22, 2020
Do we need to contact The Hague? #PumpkinSpice #kd #kraftdinner #CrimesAgainstHumanity pic.twitter.com/tghxFiKlWc
— Avenue Strategic Communications (@AvenueComms) September 22, 2020
Covid-19 pandemic.
Murder hornets.
Wildfires.
Pumpkin spice KD.2020, I give up.
— Marty Chan (@Marty_Chan) September 22, 2020
Would you sign up to try it?
