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PUMPKIN SPICE

America’s fall flavor just got some new additions.

Context for the craze.

 

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BACKSTORY

  • First “pumpkin spice” reference dates back to 1796, but it wasn’t until 1934 that McCormick & Co. brought Pumpkin Spice to store shelves.
  • McCormick uses cinnamon, ginger, nutmeg & allspice – but no pumpkin.
  • Starbucks debuted the Pumpkin Spice Latte (“PSL”), which features cinnamon, nutmeg, clove (and, recently, pumpkin) in 2003. It’s credited w/ the pumpkin spice craze we’re familiar with today.
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ORIGINS

“Nobody knew back then what it would grow to be… It’s taken on a life of its own.”

Peter Dukes, the leader of the Starbucks team that created the Pumpkin Spice Latte. As of Aug 2019, Starbucks had sold over 424 million Pumpkin Spice Lattes. The signature drink had its earliest release date ever this year, on August 25th.
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PUMPKIN $PICE

  • Americans spent over $511M on pumpkin-spice flavored grocery items from 2018 to 2019, a new all-time high.
  • In recent years the craze has expanded from pumpkin-spice flavored spam & dog food to pumpkin-spice scented deodorant.
  • This year’s latest pumpkin-spice food go-to? Kraft macaroni and cheese.
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WHY IT MATTERS

“Pumpkin spice seems to have taken off to an unusual degree, perhaps because it has such nostalgic connections to an element of American culture that we are increasingly afraid of losing touch with.”

Professor Montana Miller, Bowling Green State University, on why the pumpkin spice craze resonates with so many Americans.
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WANT TO MAKE YOUR OWN PUMPKIN SPICE LATTE? Check out the super simple (and smarter) recipe above you can make at home to avoid the crowds amid COVID, using the individual specialized ingredients (from cardamom to clove) or pumpkin pie spice.

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And now…a contrarian point of view:

Why I Hate Pumpkin Spice Everything

PLUS:

THE MINIMALIST BAKER’S PUMPKIN SPICE LATTE RECIPE FROM