This past weekend, I took my niece to New York for her 13th birthday. It was a day of firsts for her – first time in New York, first Broadway show, first cab ride, and first Pop-Tarts Café. OK, well that last one was a first for me too.
Being the food nerd that I am, I made sure that a stop at the new Pop Tarts World in Times Square was included on our itinerary. I’ve been reading about the shop for a few weeks now, and couldn’t wait to check it out for myself.
Inside, is a Pop-Tarts lover’s dream – tote bags and coffee mugs emblazoned with the brand logo, both new and retro. A “Varietizer” at the center of the store allowing customers to create their own variety packs – this area proved to have the longest lines.
But the area I was most focused on for this trip was the café. Having read countless “ewwws” and “ahhhs” for Pop-Tarts Sushi (minced Pop Tarts wrapped in a Fruit Roll-Up) and Fluffer Butters (marshmallow spread between two fudge tarts), I couldn’t wait to try for myself.
I chose the S’mores Stick – dark chocolate covered marshmallows on a stick, dotted with small cubes of s’mores flavored Pop-Tarts. Indulgent, delicious and decidedly adult. My niece was enamored by the Pop-Tarts Sushi, but in that crucial moment of ordering, caved in to her fears of weirdness, and ordered a toasted frosted strawberry Pop Tart – that she ate cold on the train ride home.
To me, the store appeared to be more for grown-ups than the kiddies. It was us, the adults, acting like kids in a candy store, while the kids were mildly impressed. It was the adults ordering the Pop-Tarts sundaes, sushi and sandwiches, while the kids stuck with the traditional tarts, and clung to the Varietizer.
What I also noticed, was that the café really focused on extending the Pop-Tarts brand, beyond the toaster. All summer, we’ve spotted the ad campaign in which a mom helps her kids set up a Pop-Tart stand where they sell various frozen treats, including Pop-Tarts ice cream sandwiches (an awesome idea, by the way). The café brings those ideas to life along with so many more – supported by a generous recipe section on the Pop-Tarts website. Like Rice Krispies before it, the Pop-Tarts brand is leaping into snacks and desserts – and the results are pretty awesome.
And lest you think that only sugar-laden treats can come of this, take a moment to enjoy Pop-Tarts Ants on a Log – celery sticks filled with peanut butter and dotted with squares of wild grape flavored Pop-Tarts!