If it's not new breakfast and protein bars with this tantalising, addictive flavour it's alcohol.
The Baileys brand has seen such great releases in recent years which fit in with seasonal patterns including their Pina Colada, Apple Pie, and Red Velvet Cupcake range - now there's Birthday Cake.
The new flavour has created a social media storm with it promising a moreish taste.
Not only is the Irish Cream blend recommended to be enjoyed poured over ice but it's also looking like an adult alternative to mix into a creamy dessert for a dinner party.
Now...how do we get our hands on it?
Where will it be available to buy?
The initial Birthday Cake Baileys launch has been in travel retail only, meaning shoppers can only pick it up at airports including London Heathrow, Gatwick, Dublin and Birmingham.
For a short while this will be the case, but there is promise of it being domestically in selected markets, so keep those eyes peeled for the drink hitting the supermarket shelves in the new year.
Eduardo Barp, Diageo Global Travelâ€™s managing director, which makes Baileys, said: â€œWeâ€™re delighted to announce the launch of Baileys Birthday Cake, a unique and exciting new product, as a six-month travel retail exclusive.â€
Take a look at the deals you can pick up on Baileys other popular flavours here.