Pop-Tart Cafe

Kellogg's Pop-Tarts have moved into New York's Times Square...Pillsbury's Toaster Strudels better watch their back. Yesterday, a 3,200 square-foot shop and cafe opened on the south side of 42nd Street between 6th Avenue and Broadway. Highlights include an hourly light show that simulates the look of frosting, a create-your-own-variety-pack vending machine, and a sushi chef..yes it's true, a sushi chef.

The cafe serves about 30 menu items including Ants on a Log (celery, peanut butter, and chunks of wild grape flavored pop-tart), Fluffer Butter (marshmallow spread sandwiched between two fudge flavored pop-tarts), Sticky Cinna Munchies (cinnamon rolls topped with cream cheese icing and chunks of cinnamon roll flavored pop-tarts), and pop-tarts sushi (three kinds of pop-tarts minced and then wrapped in a fruit roll-up).

In regards to the sushi, senior director of the pop-tarts brand, Etienne Patout said, "We did an internal tasting here at the building, and it was a winner".

Visitors are also able to build their own pop-tarts, starting with a basic pastry base and then adding frosting, toppings, and drizzles. The 'tarts can served frozen, toasted, microwaved, or uncooked.

According to senior director, Mr. Patout, this cafe is an attempt to strengthen the bond between brand and consumer by following in the footsteps of Hershey's and M&M's who both have store fronts in the Times Square vicinity.  Market-research firm SymphonyIRI Group noted that Hershey sold $1.07 billion worth of candy while M&M's sold $753 millions and Kellogg's sold $481 million worth of Pop-Tarts in mass US stores.

Photo via NY Daily News