Beyond Words

It’s been fall for a little more than a month now and finally today we are enjoying some fall-like weather. Albeit raining, but cooler temps. I’m loving it. I love fall. I love everything about it: the weather, the clothing, football, and Thanksgiving. I’m not a Halloween fan though, so my fall décor is all things pumpkins and harvest. No scary or ghoulish things at Carla’s house.

Fall also means three words: Pumpkin Spice Latte. Like everywhere. I’m good with it, but not gah-gah like so many.

Don’t get me wrong, I like an occasional pumpkin-flavored drink but it’s not my favorite. I’m clearly in the minority.

This past week I went to the grocery store (HEB of course!) and there it was: requisite end caps and aisles full of pumpkin spice coffee, creamers, candles, and cookies. It doesn’t stop there though. Apparently there’s also a market for pumpkin spice butter, hummus, cereal, ice cream, crackers, chips, and even oatmeal, which I, guilty as charged, recently purchased at Trader Joes. It’s crazy out there people!

Blame it on Starbucks.

It all started back in 2003 when Starbucks Product Manager Peter Dukes was asked to create an autumn-themed drink that would match the success of the company’s Peppermint Mocha and Eggnog Latte drinks during the winter and holiday months.

Dukes and his team huddled together and got to work.

After brainstorming possible fall favorites, they surveyed Starbucks customers and when it came time to narrow the list down to four, chocolate-caramel, orange and spice latte, and a cinnamon streusel latte proved popular but not so much the “pumpkin pie latte.” The group was convinced that it was unique and could be a winner though and it made the final cut despite doubters.

Dukes and company were so convinced, they gathered to eat pumpkin pie while drinking espresso to try to figure out what parts of the pie paired best with espresso. They decided on pumpkin and spice and the rest is barista history.

Naming their concoction was another challenge. They threw out “Fall Harvest Latte” because it didn’t describe the flavors. “Pumpkin Spice Latte” did. Debuting in Vancouver and Washington, D.C. in the fall of 2003, it was an immediate hit.

Since then, more than 424 million have been sold, generating an estimated $500 million annually. It is the company’s top-selling seasonal beverage of all time and popularity has inspired many competitors to introduce their own pumpkin spice beverages. Funny thing is, the drink originally contained no actual pumpkin but instead was merely topped with pumpkin spice, which is a blend of cinnamon, nutmeg, clove, and ginger. That all changed in 2015 when Starbucks modified the recipe to include real pumpkin and eliminate artificial colors. It’s traditionally topped with whipped cream and pumpkin pie spices, making it not only yummy to drink but lovely to look at.

Smells Like Fall

For many, the drink marks the arrival of fall as does anything and everything pumpkin. As I mentioned earlier, I’m not a pumpkin-spice latte nut but I do enjoy pumpkin scented candles and pumpkin bread. And don’t even get me started on pumpkin pie, which is my absolute favorite.

So, what is it about all things pumpkin and particularly pumpkin spice that excites so many? Turns out it’s not about our mouths and taste buds, but our noses and sense of smell.

According to Johns Hopkins University, it’s not the taste of the favorite fall flavor, but instead the smell of it and the associations it bubbles up. I found it interesting to learn that of all the senses, smell is uniquely tied to memory and that the part of the brain that processes odors sits right next to the part that processes memories. Perhaps that explains why I love pumpkin spice candles but not so much pumpkin flavored coffees and creamers.

This year’s pumpkin spice barrage started in August and we can now count on it to hit us annually. Coincidentally, Johns Hopkins found that the more you’re exposed to something, the more it ingrains itself in your preferences so by simply experiencing pumpkin spice everything every year, the more familiar and reassuring the scent becomes and the happier it makes you every time it returns. Even though the lattes and popcorn haven’t been around forever, they now bring with them a certain nostalgic and comfort with them.

Much of pumpkin’s popularity is attributed to the fact that it is nostalgic, fragrant, and comforting; all compelling reasons for people to become attracted to a product. So, light those candles and bake those breads!

Who doesn’t love nostalgia, fragrance, and comfort? I’m down for all three and have a fall scented candle burning as I write this. Yes, pumpkin scent is everywhere, but so are scents like pecan, apple, cinnamon, cranberry, and forever favorite, vanilla. I think we can all agree that just the smell of fall ruminating through our home makes it feel cozy and calm.

Pumpkin spice might be king but, there’s a new kid in town that’s competing for the crown and people are literally going bananas over it! According to Axios, recent market data shows that banana is the fastest-growing beverage ingredient in restaurants. I actually tried a banana flavored coffee of some sort with my daughter and it was actually pretty dang good. Being that I love bananas and have one almost every day and I also enjoy a yummy slice of banana bread, this makes perfect sense. So, move over pumpkins spice; banana drinks are officially having a moment and I’m down for it.

Okay, so I may not love pumpkin spice lattes but maybe this year I’ll add some additional pumpkin flavored coffee creamer, lattes, and treats just to “spice” things up. My sense of smell and pumpkin spice manufacturers everywhere will be ever so grateful.