Wendy’s is entering the pumpkin spice wars.

As of September 12, Wendy’s is adding a pumpkin spice-flavored Frosty to its menu for a limited time.

According to Wendy’s, the new flavor “combines the same creamy, delectable texture Frosty fans love with pumpkin and cinnamon and nutmeg to deliver familiar fall flavors in every bite.”

The addition of pumpkin spice drinks to Wendy’s seems like a no-brainer given how popular the flavor has become, partly because of Starbucks. During the past two decades, their Pumpkin Spice Latte has become a seasonal sales boost for the coffee chain at this time of year, making it an autumn(ish) mainstay. In addition to pumpkin spice Oreos, jelly beans, hot chocolate mix, and cream cheese, dozens of other food products have been introduced into the market.

Seasonal products play an important role in creating buzz for marketers. Many times, they choose items that make people feel nostalgic, or excited for a new season, but are too indulgent to buy more than once a year. There is an appeal to the ‘limited-time-only’ availability.

The Frosty flavors Wendy’s has experimented with have proven to be a success. Frosty’s sixth ever flavor is pumpkin spice, joining peppermint, strawberry, and birthday cake as limited-edition flavors. Wendy’s sells the milkshake-like treat only in chocolate and vanilla flavors, with the latter flavor unavailable this fall.

Wendy’s global chief marketing officer Carl Loredo previously told CNN that the company has seen “great success” with seasonal flavors. It was not possible for him to provide specific sales figures for the Frosty special flavors.

The chain doesn’t mix up its Frosty flavors nearly as often as McDonald’s does with its McFlurry menu. A limited edition birthday cake Frosty was introduced for the company’s 50th birthday in 2019, the vanilla Frosty was added to menus in 2006, and the chocolate Frosty was launched in 1969.

Wendy’s is also adding pumpkin spice-flavored cold brew coffee this year, using “the same delicious syrup from the pumpkin spice Frosty.”