Burger King will be offering a limited-edition burger fragrance in Japan. The global restaurant chain announced on Friday that the burger's unique smell will be featured in Flame-Grilled cologne, which will be sold on April 1.
Burger King's flame-broiled burger is unique in that it is not grilled in the traditional way. Instead, "fire bricks" located above the grill allow the burger to absorb the smoke and flavors that are emitted during the cooking process.
James McLamore, co-founder of Burger King, developed the 37¢ Whopper in 1957, one decade before McDonald's Big Mac was unveiled. McLamore wanted to compete with a rival restaurant's bigger burger. Apparently size does matter.
The April 1 special will only be available in Japan, although a few years ago a similar fragrance was sold in U.S. Burger King restaurants. Flame was advertised as a "scent of seduction" that had "a hint" of flame-broiled meat, according to CNN.
In the past few years other interesting fragrances have appeared on the market. They include those that imitate the scent of bacon, lobster, dirt, marijuana, and even blue cheese.
Burger King will be selling the Flame-Grilled cologne on April Fools' Day, although technically there is no link to the red letter day. Still, the company intentionally selected the day on which the promotion would run.
Only 1,000 of the burger-fragrance bundles will be available. The price tag will be 5,000 yen (approximately $41).
Burger King hopes that the promotion will attract more grilled-beef burger lovers, according to Yahoo.