Pop-Tarts In Times Square

Pop-Tarts has joined M&Ms and Hersheys with its own storefront in Times Square, where brand marketing is more important than actual sales.

The focal point of the store, which opens Tuesday, is the cafe. It will serve about 30 snacks and desserts. The menu includes the Fluffer Butter, marshmallow spread sandwiched between two Pop-Tarts frosted fudge pastries; the Sticky Cinna Munchies, cinnamon rolls topped with cream-cheese icing and chunks of Pop-Tarts cinnamon-roll variety; and Ants on a Log?, which is celery, peanut butter and chunks of the Wild Grape version. And then there’s the Pop-Tarts Sushi, three kinds of Pop-Tarts minced and then wrapped in a fruit roll-up. “We did an internal tasting here at the building, and it was the winner,” said Etienne Patout, senior director at the Pop-Tarts brand, part of the Kellogg Company. Visitors can also build their own Pop-Tarts, starting with a basic pastry and asking servers to add frosting, toppings (coconut, sprinkles) and drizzle (caramel, raspberry). They can take their pastries frozen, toasted, microwaved or uncooked, but there will be no self-serve.

The store will feature a six-story billboard above the entrance. Times Square billboards often rent for more than the actual stores beneath them.