KFC is set to launch mood-enhancing, edible coffee cups across their restaurants in the UK.
After getting their caffeine fix, KFC consumers will be able to chase down their java with white chocolate-lined biscuit wafer cups that are also, curiously, infused with mood-enhancing scents meant to evoke memories of summer holidays and warm weather.
Scents like coconut sunscreen, freshly cut grass, and wild flowers.
"Things that make everyone smile," said Brandy Wright of The Robin Collective, the group of food scientists that developed the edible packaging.
Dubbed the "Scoff-ee" cup, the product looks convincingly like styrofoam with its wafer-like biscuit texture, lined with a heat-resistant white chocolate lining.
Over time, the lining slowly melts and softens the biscuit into a "melt-in-the-mouth" snack.
The cups will be introduced to promote the launch of Seattle's Best Coffee in KFC restaurants across the US.
It's not the first time a fast food chain has created edible packaging to generate buzz. In Brazil, burger chain Bob's wrapped their sandwiches in edible paper wrapper and invited customers to take a bite out of their burgers without unwrapping their meal.
The pitch? That the burgers are so irresistible you can't control yourself.