A little cream, butter, and lemon sponge cake may just give Calvin Klein a run for his money. For years, Spanish pastry chef Jordi Roca has been baking desserts that smell like perfumes; now he's bottling a spray that he also uses to enrich citrus notes in desserts. And women are snapping up a hundred bottles a week of his new fragrance, Núvol de Llimon. "I've been amazed," he tells Time. "We thought it would just be this whimsical thing ."
Roca delved into scented desserts 7 years ago after learning that many perfumes rely on common cooking ingredients. He created 24 perfume-based desserts, based on popular fragrances like Calvin Klein's Eternity, Lancôme's Miracle, and Hermes' Terre. "We've never been able to get Chanel No. 5 to taste good," he admits. "Too many aldehydes." He says he may start a whole line of perfumes, but his sister-in-law has uncovered a flaw: "I love the way it smells," she says. "But it makes me hungry."