What is with the american market and things flavored with pumpkin?
I mean I live in the U.S. and can't figure it out.
To be fair, it's not pumpkin flavour. It's "pumpkin spice" flavour, which is a mixture of cinnamon/nutmeg/ginger/clove. What us Brits call "mixed spice", more or less.
Actually pumpkin flavoured spam would be even worse.