Pop-Tarts Carve Out a Piece of Times Square

Photo credit: Kelloggs.com

The purveyors of our favorite childhood treats are growing more enterprising by the day.

Like M&M’s, PB (think Peanut Butter and Co.), and Hershey Chocolate, Pop Tarts have opened a frenetic store/eatery exclusively offering up products and quick noshes featuring their sweets.  According to today’s New York Times, Pop-Tarts World opened today on 42nd Street between 6th and Broadway in New York City.

Whether your hankering is for Pop Tart Sushi (three varieties of crumbled fruit-filled Pop Tart bits wrapped in a fruit roll-up), a Grape Jam-Wich (grape-flavored Pop Tarts sandwiching a layer of peanut butter and mashed banana), Pop Tart Trail Mix (a blend of mixed nuts, dried fruit, and crumbled Pop Tarts), or to custom create your own Pop Tarts variety pack via vending machine, you are, surprisingly, not alone.  The 3,200 square foot will operate through January 2011, at which time decisions based on public reception regarding whether the enterprise has long-term viability.

Personally, I think that if a cafe whose entire menu is based upon creative usage of children’s toaster pastries can’t succeed in this crazy, mixed-up world, then what hope is there for the rest of us?   If we’re lucky, a bistro franchise devoted to the candy necklace won’t be far behind.

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