First of all, it's new and novelty makes things taste better.
Second of all, just listen to how Ben & Jerry's describes it, and try to admit you don't want one this moment: "[The BRRR-ito combines] your two favorite flavors, topped with a fudge drizzle and cookie crumbs, all wrapped up in a soft and chewy waffle wrap."
It's such a big deal that Ben & Jerry's even created a commercial for the amazing dessert that is a parody of Apple Computer's famous "1984" ad.
And for some reason it comes out on April 20, which they refer to as "4.20" several times for unknown reasons that surely don't have anything to do with a recreational activity people participate in on that day.
But wait, there's more! Is that BRRR-ito not enough sugary greatness for you? Well, you might have a sugar addiction problem, but that's not for us to decide. Instead of worrying about it, why not try some Ben & Jerry's inspired beer?!