It's Friday the 13th, so what better day to introduce a cream cheese that tastes like hell? That's the thinking behind Philadelphia cream cheese's latest ruse, as it unveils a new spicy product with a different take on its signature angelic halo and clouds branding.

In a Canadian campaign via Rethink, it's introducing the orange-colored cream cheese that it claims is "208 times hotter than jalapeños" (we'd love to know how they worked this out.)

Canadian fans will be able to purchase an all-black kit with caution-taped sample of the cream cheese, a waiver that warns against tears and cries for Mommy, and a pair of gloves for safe schmearing on Uber Eats for $6.66. The kits will be made available starting at 3 p.m. in Toronto for a limited time.

The Kraft Heinz brand also released a video in promotion of the spicy cream cheese set against fiery flames. The nearly 50-second clip also includes clips of consumers taste testing the product. While it's only available in Canada at the moment, according to Philadelphia sit has ambitions to bring the hellish new spread to the U.S. soon.

Last month, Philadelphia launched another new product, a plant-based spread free of dairy, lactose and gluten, marking the first time the brand has entered the plant-based category.

“As the brand that has set the cream cheese standard for 150 years, we realized the current options weren’t meeting consumer expectations and there was no trusted leader,” said Robert Scott, president of research & development at Kraft Heinz, in a statement.

This is also not the first time the brand has launched a branded kit. Last Novmeber, Philadelphia made available its Philly Handbag Cheesecake Kit on Amazon. The kit which included step-by-step instructions and cheesecake materials such as cupcake top fondant cutters, was Philadelphia's attempt to join in on the viral "Is it Cake?" trend.