In what is probably one of the best publicity stunts of all time, Burger King has announced it is set to produce a perfume which has the scent of one its burgers.
The fast food chain has insisted the Whopper grilled beefburger-scented cologne is not a joke - despite its release date being set for April 1.
The date marks the US company's Whopper Day, a Burger King spokesman said.
The limited Flame Grilled fragrance will be on sale for 5,000 yen (£28) per purchase of the burger.
Stocks seem likely to sell out fast after Burger King announced it would only be only producing 1,000 bottles of the perfume.
An advert for the fragrance is currently being shown on Japanese television.
It has the hilarious strapline 'No Whopper, No Life: Wear It & Have It'.
