It’s no secret that the fast-food industry jumped the shark a long, long time ago. Somewhere between KFC’s Double Down and Burger King’s Mac ‘n Cheetos, the normal laws of nature no longer applied to the world’s chain restaurants. The most recent trend is stuffing chocolate and sugar into traditionally savory items (e.g. Taco Bell’s Kit Kat-filled “Chocodilla”) and now McDonald’s is getting in on the action, testing a “Sweety con Nutella” at McCafés Italy.

Falling victim to Nutella’s sweet siren song, the Sweety con Nutella is, essentially, a burger with a hearty helping of  hazelnut cocoa spread slathered between two buns.

Mercifully, there’s no actual meat in McDonald’s new item, but the Sweety con Nutella does seem to go to great lengths to appear as if it’s a real hamburger. According to Brand Eating, the dish comes in a standard clamshell box, and features a brown strip along the exterior that makes look like a burger is tucked inside. The Sweety con Nutella is also baked with the chocolate spread inside, which gives the burger “a bit of a crust at the edges and makes it a little like a beef patty,” according to Brand Eating.

As Eater notes, the announcement of the item caught fire on social media over the weekend. The Facebook post unveiling the Sweety con Nutella has garnered nearly 93,000 shares, 75,000 likes, and 74,000 comments, primarily in Italian.

“A soft sweetness has arrived that you will not be able to resist,” the description of the item reads. “Try Sweety with Nutella now: soft bread with a creamy, indulgent center!”

Online, customers seem conflicted over the confounding new menu item.

“You screwed me the idea, how will we deal with this? I'm angry?” one Facebook user wrote, according to a translation. “Come get one and make peace,” McDonald’s offered serenely.

Can’t really argue with that.

[via Eater]