A24 teams with Joya for Heretic Blueberry Pie candle

A24 has partnered with Joya to release a Blueberry Pie candle inspired by its latest horror film, Heretic.

In Heretic, two missionaries knock on the door of a house – owned by Hugh Grant’s Mr Reed – to discuss Mormon doctrines. They explain they aren’t allowed to enter without another woman present, and Mr. Reed assures them his wife is baking a blueberry pie in the kitchen. After entering, they spot a blueberry pie-scented candle – leading them to realise something sinister may be going on.

Joya’s Heretic candle is scented with ‘flaky, buttery crust and zingy blueberry filling’ and designed to look like the candle seen in the film.

A24 and Joya have also teamed up to launch multi-sensory screenings of Heretic at Alamo Drafthouse theatres in the US. Variety reports that the screenings will smell like blueberry pie during a pivotal scene in the film.