And so, it seems that this is no joke. KFC has indeed decided to market a toothpaste in the United States that doesn’t taste like mint or strawberry, but rather like fried chicken – the kind on which its reputation is built.

The US fast-food giant has joined forces with the Hismile brand, which specialises in oral hygiene products, to develop a toothpaste based on the same recipe as the famous mixture of 11 herbs and spices that goes into KFC creations.

According to the fast-food giant’s announcement, the toothpaste is not cheap, costing US$13, or just under €12. The product has been a hit, and stocks have already sold out via the online store.

An electric toothbrush, emblazoned with the face of the famous colonel, even accompanies this rather well-crafted marketing stunt.

And that’s exactly what it is: a great PR stunt. It was originally an April Fool’s joke, as KFC and Hismile jointly point out.

Then, in the end, the fast-food company claims that consumers were so keen to see this bold idea come to life that it went ahead and brought its toothpaste to market.

While the concept may make you laugh (or vomit), it perfectly illustrates how food brands have infiltrated the personal care and beauty shelves.

In the same way that Lidl scored a hit with its blue and yellow trainers, Dunkin’ Donuts’ donuts has inspired a range of makeup at e.l.f Cosmetics, while Dove has worked with Crumbl Cookies on a line of shower gels inspired by the smell of its sweet treats.