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Attack of the Pumpkin Spice!

10/30/2017

17 Comments

 
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Once upon a time, Halloween used to be a holiday that mostly focused around kids. At least for me, that meant going trick or treating; carving jack-o-‘lanterns, and making/buying scary or cute costumes.
 
And, all of these elements are still, absolutely, part and parcel of this uniquely American, ghoulish celebration of all things having to do with the mash-up of ghosts, cheap candy and decorating houses with toilet paper.
 
But in the past decade or so, something else has hit. 
 
Much like the 1950s sci-fi movieThe Blob (which also marked the film debut of ultra-cool dreamboat Steve McQueen), it creeps and spreads and swallows up everything in its path, invading every molecule of Halloween with astounding speed and efficiency. Moreover, it’s now making its debut in August, and it doesn’t even start to retreat until everything to do with Christmas is at full warp speed. 
 
We’re talking pumpkin spice.
 
Don’t misunderstand me.
 
I like a good slice of pumpkin pie as much as anyone else, especially when it’s ice cold and homemade; topped with real whipped cream, and uses sweetened condensed milk as a key ingredient. I’m also okay with a piece of pumpkin bread a few times during the year, and roasted pumpkin seeds are fine, too.  Actually, my savory pumpkin soup is topped with that very item.
 
But in 2003, everything began to change.
 
That’s when one mighty conglomerate decided to try its hand at something new.  Depending on what side of the arena you’re standing in, the company achieved either astounding success—or made zillions of enemies.  
 
Here are more details.  
 
Fourteen years ago that spring, on the seventh floor of Starbucks headquarters in Seattle, a small group of employees was handed the secret task of coming up with a new flavor for autumn. Through the magic of chemistry, this same team had already invented Eggnog Latte and Peppermint Mocha; now, the powers that be wanted to add a fall beverage to
the lineup. 
 
So, between forkfuls of pumpkin pie and gulps of hot espresso, they attempted to figure out what flavors best complemented their coffee. 
 
After three months of making prototypes and conducting other kinds of tests, Pumpkin Spice Latte—also known as PSL—was born. 
 
Later that year, Starbuck’s introduced the drink to 100 stores in Vancouver, British Columbia, and Washington, D.C.  The beverage had a much wider rollout the next year, and as the saying goes, the rest is history.  (A noteworthy addendum: the final result contained no actual pumpkin, and believe it or not, stayed that way until just two years ago.)   
 
But PSL quickly became more, much more, than the newest drink in town. 
 
That’s because Starbuck’s was also intent on giving the flavor its own brand—one that they hoped would evoke a sweet, rose-colored glasses view of the season. 
 
Buy one of these drinks, and soon, you, too, would be privy to watching perfect orange leaves falling from perfect maple trees; buying the most awesome pumpkin from the best pumpkin patch ever, and experiencing sweater weather coziness, always with your forever mate beside you.
 
Traditional print, TV and radio advertising, but especially social media, helped the campaign along in a big way. 
 
In fact, the beverage even has its own Twitter account (@TheReal PSL, with its profile photo the drink topped with whipped cream and wearing orange sunglasses), which means that someone in Seattle has to come up with new and witty things to say about a chemically laden, sugary high calorie drink on a nearly daily basis.  As writing jobs go, it certainly wouldn’t be one I’d be thrilled to do, but what do I know?  
 
But now, you don’t even have to like lattes to get gobbled up in the invasion.
 
That’s because, especially this month, pumpkin spice whatever-you-want seems to be, well, everywhere.    
 
This seems mostly true at Trader Joe’s, which started in Los Angeles as a little niche place for wine, cheese and bread lovers, but is now a full-service grocery with nearly 500 stores across the country featuring employees wearing faux Hawaiian shirts.  Boasting many of its own in-house labels, this year’s TJ’s offerings include pumpkin spice flavored coffee and tea, pancake mix, bagels, cookies, cold cereal, ice cream and biscotti. 
 
Elsewhere, other markets are busy hawking pumpkin spice Oreos, organic kale chips (here’s an eewww to that one) and paleo protein powder (double eewww).  One website I visited listed 65—yes, sixty-five—pumpkin spiced foods, with its list including pretzels, snack cakes, coffee creamer, yogurt and truffles.
 
However, you needn’t despair if you still can’t handle the idea of eating pumpkin spice. 
 
That’s because you can still slather your body with it.
 
Yup, a recent shopping center visit found me agog in a national chain body shop store that was hawking pumpkin spice scrubs, moisturizers, bar soaps and hand lotions.  Why anyone would want this scent all over themselves and in their hair is a mystery that even I, an admittedly nosy journalist, don’t want to solve.   Sadly, it wouldn’t surprise me if the next few years, consumers will be able to indulge in pumpkin spice toothpaste, tampons and even motor oil. 
 
(A Facebook chum has some of these fake items mixed in with the real stuff right here, at www.facebook.com/susan.jordan.5686/media_set?set=a.10206927037515021.1073741842.1250602537&type=3.  Maybe you can spot the counterfeit ones—or maybe not.)
 
But, hey, that’s the corporate world for you. 
 
Hand them a fad, and it’s bound to become a never-ending trend... one that apparently isn’t about to vanish anytime soon.     
It’s pretty obvious what side of the circus tent I’m on when it comes to pumpkin spice.  But what about you? 
I look forward to your comments and stories!     

17 Comments
Larry Grant
10/30/2017 08:10:51 pm

Okay. I like pumpkin bread, pie, muffins, donuts and cookies. I love my wife’s pumpkin soup. The rest of the mostly artificial pumpkin spice world just doesn’t tempt me.

Reply
Hilary
10/30/2017 08:17:46 pm

I've had pumpkin cake, so if a donut is anything like that, yummy! xo

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Susan Jordan
11/2/2017 08:52:56 am

I have always loved pumpkin pie with whipped cream, but my mom and grandma were great at baking them, so that made it easy. I think Claim Jumper does a pretty good "DIY" pumpkin pie too, along with a couple of coffee shops. I tried those Pumpkin Spice Oreos a few years ago, and they weren't too bad (but I'll probably never get them again), but a lot of other Pumpkin Spice products are never going to be on my "try it; you'll like it!" list. Pumpkin bread is also good, but I can live life just fine without a lot of others. Come to think of it, since I'm not much of a coffee drinker anyway, I don't think I've even tried Pumpkin Spice Latte/Coffee! Maybe I will, just to see if I even remotely like it. Now...start making Peppermint Hot Cocoa, and I'll be the first in line!!!

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Hilary
11/2/2017 04:17:34 pm

Pumpkin pie is actually one of the easiest ones to make--I use Libby's 100 percent pumpkin (not the one that already has the spice) and no upper crust; now that I've learned to make a crust (EASY), it's no big deal. I have tried the PSL once, and that was enough. It just felt so... so... artificial. And guess what? It WAS. :)

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Susan Jordan
11/4/2017 12:40:32 am

Yes - pumpkin by itself is good if it's real. PSL is more like chemically-created pumpkinesque fragranceflavor.

Hilary Grant
11/4/2017 01:09:01 pm

Susan: YES, completely agree! LOVE my Libby's pumpkin pie and pumpkin cake is lovely, too. But neither are chemically laden! : )

kerri
11/4/2017 12:49:46 pm

Boy, reading this couldn't have come at a more appropriate time for me, because... Speaking of corporate bandwagon overdo a good thing, in the design world it happens all the time, and I hate it! Once something becomes popular because it is good looking, all of a sudden everyone wants it, and it is so boring to me. Use your imagination, people! I get tired of everyone coming in asking for the sammmme thinnnnng. Okay, that's my rant - thank you for letting me vent. I love pumpkin smoothies and pumpkin latte, but I only allow myself 1 of each per year, mostly because they are so caloric. I have so far not fallen victim to the fad, but I must admit I am tempted to get the TJ's pumpkin bread mix! Oh, and I do love a good pumpkin spice candle this time of year. Happy Thanksgiving, everyone!

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Hilary
11/4/2017 01:07:14 pm

LOL -- it's the same with television! There were more than a few bad, watered down copies of Unsolved Mysteries once the show became super popular. And remember in the mid-90s, daytime talk shows (with folks like Carrie Wilson, George Hamilton, etc) became THE THING after Oprah hit it big? Sounds like you haven't fallen in to the pumpkin spice vat for too many things--but for me, it's a definite hell to the no for a PS candle! :) xo

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Patti
11/5/2017 01:53:17 am

I'm a sucker for pumpkin spice. I just bought a tube of Burt's Bees Pumpkin Spice Lip Balm. Doesn't taste like anything, but it sure smells good!

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Hilary Grant
11/5/2017 09:53:37 am

I adore Burt's Bees products--especially their shampoos and facial cleansers. And I think I even have a BB balm around. But NO, just NO, to my lips smelling like pumpkin spice! :)

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Andrea
11/5/2017 04:08:42 pm

Ack! I guess I should try one of those lattes this year. My mind is always on pumpkin pie....Great post, this weather has me ready for fall.

Reply
Hilary
11/5/2017 04:24:45 pm

I haven't had a PSL in years; I remember it being super sweet and kinda chemically tasting. But it's probably better now because Starbuck's uses (at least some) real pumpkin now. Fall is my favorite time of year!

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Manny Famolare
11/9/2017 06:35:20 pm

Excellent article and with Halloween being my fav holiday I love Reading this . I’m also hungry now

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Hilary Grant
11/11/2017 09:28:22 pm

And, probably thirsty, too... for a pumpkin spice latte? :)

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leslie spoon
11/15/2017 07:38:56 pm

Hilary I miss the pumpkin pie that my Aunt Marie use to make. It was the best!! Leave it to the corporate world to ruin things. As far as Starbuck`s goes I will pass on their coffee.

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Hilary
11/16/2017 08:58:23 pm

I couldn't agree more about the corporate world... but I sure do love my pumpkin pie, a LOT. : )

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Hilary
11/19/2017 01:52:05 pm

Someone at CBS News must have read my blog a few weeks back. :) https://www.cbsnews.com/news/todays-special-pumpkin-spice/

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    Hilary Roberts Grant

    Journalist, editor, filmmaker, foodie--and a clown! 
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