Kingsford Fires Up a New Scent: Can Nostalgia Sell Beyond the Grill?

Oakland, CA – October 29, 2025 – Kingsford, the century-old charcoal leader, is taking a bold step beyond briquettes. The company has announced ‘Slow Burn,’ a fragrance designed to capture the alluring aroma of charcoal grilling, in partnership with NFL star Jason Kelce. This unconventional product launch begs the question: can a brand built on fueling backyard barbecues successfully translate that experience into a personal scent? And in a saturated fragrance market, is nostalgia enough to ignite consumer interest?

For Kingsford, a subsidiary of The Clorox Company, this launch represents a significant departure. While the company has maintained a strong market share – currently holding approximately 40% of the U.S. charcoal market – sales have plateaued in recent years as gas grilling gains popularity. ‘Slow Burn’ is clearly an attempt to diversify beyond its core business and tap into the growing demand for experiential and evocative fragrances.

“This isn’t just about making a fragrance; it’s about bottling a feeling,” explains a source within Kingsford’s marketing team. “We've spent over a century perfecting the art of charcoal grilling, so who better to capture that essence in a scent?”

The Nostalgia Factor and the Scent of Summer
The allure of ‘Slow Burn’ lies in its appeal to memory and emotion. Charcoal grilling is often associated with warm summer evenings, family gatherings, and a sense of community. The fragrance aims to evoke these positive associations, offering consumers a way to carry that feeling with them beyond the backyard.

“Scent is incredibly powerful,” says a fragrance industry analyst. “It’s directly linked to the limbic system in the brain, which controls emotions and memories. A scent like charcoal can trigger strong emotional responses, evoking feelings of comfort, nostalgia, and happiness.”

However, translating that emotional connection into a commercially viable fragrance is a challenge. The market is flooded with perfumes and colognes, making it difficult for any new product to stand out. The key, according to industry experts, is authenticity and quality.

“Consumers are increasingly sophisticated,” explains another source familiar with the fragrance market. “They can easily detect a cynical attempt to capitalize on a trend. A successful fragrance needs to be genuinely well-crafted and deliver a unique olfactory experience.”

Kelce’s Role and the Athlete-Brand Connection
Jason Kelce, the beloved Philadelphia Eagles center, plays a pivotal role in Kingsford’s marketing strategy. The partnership leverages Kelce's authentic personality and widespread appeal. Kelce, known for his down-to-earth demeanor and love of grilling, is a natural fit for the brand.

“Kelce’s credibility is crucial,” says a sports marketing expert. “He’s not just a celebrity endorser; he genuinely embodies the values of the brand. His love of grilling and family gatherings makes him a relatable figure for Kingsford’s target audience.”

However, the success of the partnership hinges on Kelce’s ability to connect with consumers on a personal level. Authenticity is paramount in celebrity endorsements, and consumers are quick to spot insincerity.

Brand Extension Gamble: Risks and Rewards
While the potential rewards of ‘Slow Burn’ are significant, the launch also carries inherent risks. Brand extensions can be a double-edged sword. If successful, they can expand a company’s reach and revenue streams. However, if poorly executed, they can dilute a brand’s identity and damage its reputation.

“The biggest challenge for Kingsford is ensuring that ‘Slow Burn’ aligns with its core brand values,” says a branding expert. “The fragrance needs to feel authentic to the brand and resonate with its existing customers.”

Furthermore, Kingsford faces fierce competition in the crowded fragrance market. The company will need to differentiate ‘Slow Burn’ from existing products and create a compelling narrative to capture consumer attention.

“It’s not enough to simply create a charcoal-scented fragrance,” explains the industry analyst. “Kingsford needs to tell a story, create an experience, and connect with consumers on an emotional level.”

Sustainability Considerations
The Clorox Company, Kingsford’s parent company, has publicly committed to sustainability initiatives, including reducing greenhouse gas emissions and promoting sustainable packaging. While ‘Slow Burn’ itself isn’t expected to have a significant environmental impact, the company will need to ensure that the fragrance’s packaging and production processes align with its sustainability goals.

“Consumers are increasingly conscious of the environmental impact of their purchases,” says a sustainability expert. “Companies need to demonstrate a commitment to sustainability in all aspects of their business.”

Looking Ahead
‘Slow Burn’ is a bold and unconventional move for Kingsford. The company is betting on the power of nostalgia, the appeal of celebrity endorsements, and the growing demand for experiential fragrances. Whether this gamble pays off remains to be seen. However, one thing is certain: Kingsford is determined to prove that its brand extends far beyond the barbecue grill. The fragrance is slated for exclusive release on Kingsford’s website in early 2026, priced at $30.62, and represents a significant test for the company’s ability to innovate and adapt in a rapidly changing market.

Only time will tell if ‘Slow Burn’ will ignite a new fragrance obsession or simply fade away like the embers of a summer evening.