Pumpkin spice season is here already, partly because of ‘brilliant marketing’ [Video]

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The calendar still reads “August” and the temperatures throughout most of the United States feel decidedly like summer, but that has not stopped restaurants from introducing their fall menus.

At Krispy Kreme, Tim Hortons and 7-Eleven, pumpkin spice season is already here – with more to come on the horizon.

But where does this love affair with pumpkin spice come from? Why is America so crazy about it — and why is it seemingly in everything?

AS FALL APPROACHES, WHICH COLOR OF APPLE IS ‘BETTER’ FOR YOU AND WHY: RED, GREEN OR YELLOW?

The answer, Boston-based Matt Johnson, PhD, might be in our brains.

“With each passing fall season, pumpkin spice becomes more and more iconic,” Johnson told Fox News Digital via email. “The flavor and scent [have] become inextricably tied to memories …

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