Every fall, the debate about candy corn resurfaces, with some people describing it as waxy or too sweet. However, for those who enjoy the treat, Brach’s has announced the launch of a fragrance built around the flavor of candy corn.
The limited-edition eau de parfum, called Ode to Candy Corn, will be available on September 22, the first day of fall, and again on October 1 at CandyCornSeason.com. The 1.7-ounce spray features notes of creamy vanilla, spun sugar, and honey, which are the same flavors that make the candy taste the way it does.
Kelly Peyser, director of Brach’s and seasonal marketing at Ferrara Candy Company, says that the fragrance is a way for fans of candy corn to express their love for the treat. According to Peyser, “Candy Corn is the true marker of fall and Team Candy Corn is passionate about their fandom, so this year, Brach’s is giving them a new way to express their love for the iconic treat.”
They are not trying to convert those who do not like the taste of candy corn, as the smell is likely to be just as divisive. However, for those who already enjoy the treat, the fragrance is a fun option to add to their seasonal fragrance rotation.
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Despite being one of the most argued-about treats in the seasonal aisle, the 11-ounce bag of Brach’s Candy Corn is the number-one fall confection item in the country. 17% of its annual sales happen before Labor Day, and more than half occur before October even starts.
These numbers suggest that there is a significant demand for candy corn, and the fragrance is likely to appeal to those who are already fans of the treat. As Peyser notes, the fragrance captures the “sweetness, warmth and nostalgia” of the candy corn flavor, which is what makes it so special to many people.
Ode to Candy Corn will be available for $22.
Brach’s launch of Ode to Candy Corn is for the people who already have a bag open in their car right now, who get genuinely defensive when someone calls it “the worst Halloween candy” in a group chat and who consider “smells like nostalgia” a compliment and not a red flag. The bottom line: If you’re looking for something sweet and not subtle to add to your seasonal fragrance rotation, this is a fun option.
