Summer isn’t in full swing until you’re beachside with friends, sipping adult beverages, catching some waves and lathering your body in fried-chicken-scented sunscreen. Wait, what?

But why?

But why?

While some fast food establishments are hoping to gain public attention by offering healthier options or cheaper menu deals, KFC is looking to do so by proving it’s lost its damn mind. In an August 21, Twitter post, the restaurant announced it is releasing a sunscreen that smells like fried chicken.

The sunscreen, with an SPF-30 rating, was available for free through a KFC website created specifically for the product. However, within hours of the product’s announcement, the website stated the limited-time sunscreen was, “All gone!”

How exactly does the sunscreen defend you from the rays while possibly putting the biggest seagull target of all-time on your head? According to the website, “Harmful ultraviolet rays bounce off your skin while the lovely fragrance rays penetrate it to give you a healthy chicken aroma.”

Is this graphic to scale?

Is this graphic to scale?

Seems legit.

This isn’t KFC’s first foray into a product line it most likely should have never considered. In May, the company announced it was releasing a line of nail polish that also smelled like fried chicken. Is the company onto something?

Researchers for years have found a link between a person’s sense of smell and hunger. When the body becomes hungry, it begins a series of reactions, including a heightened sense of smell. For this reason, the scent of food can trick the body into thinking it’s hungry.

Could KFC could be concocting fried-chicken-scented products to make people crave chicken? Possibly. Or maybe, just maybe, KFC has truly lost its mind.