American fast-food chain Burger King has rolled out "Flame," a new men's body spray billed as "the scent of seduction with a hint of flame-broiled meat."
Not recommended for vegetarians, the barbecue-scented cologne has been introduced just in time for the festive season, reports the Telegraph.
The perfume is on sale for the credit crunch-busting sum of just 2.65 pounds, suggesting the Burger King promotions department has realised their contribution to the fragrance market might work best as a novelty stocking-filler.
Flame was launched this week online and in a selection of US stores - it is sadly not available in the UK, and now even has its own website, the appropriately named firemeetsdesire.com.
The site proclaims to prospective buyers: "The Whopper sandwich is America's favourite burger," before going on to extol the virtues of a perfume that smells like cooked meat.
"Flame by BK captures the essence of that love and gives it to you. Behold ... now you can set the mood for whatever you're in the mood for."