WTF? Burger King has launched a cologne called “Flame” in the UK that’s supposed to be inspired by the smell of grilled meat. A spokesperson said, “It’s a very manly smell. It’s a real change from the his-and-hers type scents. It’s well known that certain foods can increase your libido. Flame has a hint of grilled beef but that has quite masculine connotations. It is almost like a pheromone.” Taking this publicity stunt all the way to the bank, BK is selling bottles of the stuff at Selfridges for £4.99.