"Offering a limited-time novelty called the Spicy Ghost Pepper Donut, this chain is selling a strawberry-iced donut spiked with cayenne and ghost pepper and topped with red sugar, available through December. As a promotional tie-in, it partnered with First We Feast’s Hot Ones so host Sean Evans will eat the donut with a variety of hot sauces on the October 19 episode. The company is also selling a DIY Halloween donut kit for at-home decorating (the kit does not include ghost pepper). The item is positioned as a spicy challenge and a playful entry in the trend of extreme-heat novelty foods rather than a traditional dessert." - Jaya Saxena