Smell Test: Brach's Candy corn perfume
Add Axios as your preferred source to
see more of our stories on Google.
Photo: Courtesy of Brach's
Chicago's Brach's candy has made its iconic fall candy wearable.
The big picture: Burning leaves, pumpkin pie and, now, candy corn. The Chicago-based candy conglomerate's latest invention banks on the waxy, orange, yellow and white treat being one of fall's evocative scents.
Driving the news: The first-ever Ode to Candy Corn perfume is only available on Sept. 22 and Oct. 1 at 6pm CT for $22.
State of play: The waxy treat can be polarizing. The super sweet little wedges prove addictive for some candy lovers, while other trick-or-treaters are less than jazzed when it shows up in their bag.
Yes, but: Brach's reports it was the No. 1 seller in the seasonal candy aisle last year.
Flashback: Emil Brach opened Brach's Palace of Sweets in Old Town in 1904, and the company began making candy corn in the 1920s.
- Since 2012, Brach's has been part of Ferrara Candy Company, which is still based in Chicago.
What they're saying: "We know that for many people, seeing Brach's Candy Corn on shelves means fall has officially started. We wanted to lean in to create something special for the most passionate members of Team Candy Corn," Brach's Kelly Peyser tells Axios.
Dig in: Ode to Candy Corn starts buttery, then a caramelized sugar scent sets in, punctuated by vanilla.
The verdict: A fun treat, especially for a young person who wants perfume but isn't ready for Chanel No. 5 or Drakkar Noir.