Where next can Kraft Mac & Cheese go with its limited edition flavors? Not content with giving us Pumpkin Spice Mac & Cheese for Halloween, the brand and its Canadian agency Rethink have now created a pink, candy-flavored version for Valentine's Day. 

While the Pumpkin Spice Mac & Cheese was originally launched just in Canada, it proved so popular that it was subsequently rolled out to the U.S. But this time around, consumers in both the U.S. and Canada can try to get their hands on one of a thousand kits of the candy flavor product, which comes as a standard Kraft Mac & Cheese plus a sachet of pink candy-flavored powder.

People in the U.S. can apply through drops at CandyKraftMacandCheese.com from today to Feb. 8 (and for Canadians, for whom Mac & Cheese is "Kraft Dinner," at CandyKD.ca from Feb. 1 - Feb. 14.) Canadians could also grab a free box from today (Jan. 27) by "sweet talking the brand on social media with one liners and love poems.

The lucky recipients will be encouraged to share their pink dinner on social media (and, not being able to quite imagine how cheese and candy go together, we're looking forward to seeing their loved ones' reactions).

It's the latest innovative product slant from Rethink, the agency whose work for Kraft Heinz has included the Heinz Ketchup-red pandemic puzzle and this week, a campaign that asked people to draw ketchup, resulting in plenty of drawings of Heinz bottles. 

“As the world’s most iconic mac & cheese brands, we are always looking for ways to insert ourselves into relevant conversations,” said Brian Neumann, senior brand manager, Brand Build & Innovation, Kraft Heinz, in a statement. “By combining the color and flavor of Valentine’s day with our one of a kind iconic cheesy taste, we’ve created what might be the cheesiest Valentine’s meal ever, both literally and figuratively. Pumpkin Spice Kraft Mac & Cheese drove a lot of excitement and we’re hoping that bright pink, sweet mac & cheese does the same.”