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"We saw an opportunity," said Shoessel. "We started watching what people had to say -- our Facebook fan page has close to 2 million fans. We wanted to bring their passion for Pop-Tarts to life in a tangible way, letting them create an experience of their own."
The most eye-catching contraption is "The Varietizer" machine (see photos below), which allows shoppers to build their own customized box of Pop-Tarts for $12. There are currently 23 different kinds of Pop-Tarts in the machine -- some will be switched out seasonally (Orange Cream, Blueberry Muffin, and Ice Cream Sandwich are current options) and the classics. What I found to be most interesting was the process of choosing your "tarts." On a computer screen, a customer is presented with all the possible choices. Before you make your final decision, the nutritional facts for the specific flavor appear. When I asked Schoessel for the reasoning behind this (I found seeing all those calories listed to be a turn-off), he said "Kellogg's takes nutrition very seriously -- it's also a good way to provide information if people have food allergies."
Photos and more after the jump ...
The centerpiece of the store, the Cafe, lists about 30 menu items (additional items will be rotated in seasonally). The menu is divided into four sections: Oh So Close to Home (Pop-Tarts served toasted, frozen or room temperature), Delectable Delights (small bites such as Pop-Tarts Sushi and a take on the classic kids' snack ants on a log), Chill Out Now (soft-serve ice cream mixed with Pop-Tarts bits) and From the Oven (a bakery section with things like cobbler, cookies and blondies -- with Pop-Tarts pieces mixed in, of course). To "Top it Off," customers can take any of flavor of Pop-Tarts and add additional vanilla, chocolate or cinnamon frosting, candy, sprinkles, dried fruit and nuts and finish it with a drizzle of raspberry, chocolate, vanilla or caramel.
Because of all the buzz on the web about the Pop-Tarts sushi, it was the first thing I headed for. With three different kinds of Pop-Tarts pulverized and then rolled up inside a fruit wrap, it tastes exactly how it sounds -- sweet, possibly too sweet. I would have been more content to empty out the filling and just eat the fruit wrap. However, I can see why it has such an appeal and I truly believe everyone should try it for themselves.
I tried almost everything on the menu, and while there were several items I'd be happy to take seconds of, there are others I'd stay far away from.
What to skip:
Rice Krispies Treats Recipe with Pop-Tarts Pieces - The crust of the Pop-Tarts was not a match for the soft, marshmallow-like texture of the Rice Krispies Treat.
Chocolate Chunk Peanut Butter Blondie - This was so dry I had trouble swallowing it.
Lemon Razzy - The fake lemon flavor and warmer-than-room-temperature tart made for a cloying and messy snack.
Seconds please:
Peach Blueberry Cobbler - Couldn't even tell there were Pop-Tarts pieces in it; it was served warm and would be perfect with a scoop of ice cream.
Chunky Chocolate Chipper - I can admit I had more than one of these soft, chewy chocolate chip cookies.
Ants on a Log? - I think it was the addition of celery, a savory element, that the Pop-Tart could finally not overshadow; all the elements came together nicely.
Make Your Own - It's a fun experience that gets your creative juices flowing -- a great way to take your favorite Pop-Tarts flavor to a new level.
So are there plans to expand to other cities? "We've got grand plans, but we want to see how this one does first," says Schoessel.
Pop-Tarts World 128 West 42nd Street, New York, NY 10036
Related: Pop-Tarts Ice Cream Sandwiches ; Pop-Tarts World, the Entire Menu [Eater]
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Pop-Tarts World NYC
The Pop-Tarts World Cafe
Pop-Tarts Sushi: A combination of three Pop-Tarts flavors wrapped up in a fruit roll-up.
A variety of merchandise is available.
The Varietizer machine which lets customers customize a box of six Pop-Tart flavors for $12.
The Varietizer machine which lets customers customize a box of six Pop-Tart flavors for $12.
Friends pick their flavors to fill up a custom box on the Varietizer computer.
Custom packaging for the "Varietizer" machine.
Make Your Own Pop-Tart -- pick your flavor, frosting, toppings and drizzle.
Left: Brown sugar Pop-Tart with chocolate frosting, chocolate chips and caramel drizzle.
Right: Brown sugar Pop-Tart with cinnamon frosting, chocolate sprinkles and chocolate drizzle.
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8-10-2010 @8:36PM Jenny Craig said... Well this is just what fat Americans need more of: More junk! Come on, really? Have you read the ingredients on these things? Why not just eat some ajax and follow it with a tub of margarine?
People sit around and wonder why we are so fat as a nation. Perhaps it is because we can't even walk down a city street without being bombarded with sugary, chemical crap being dangled in front of us. The wise will stay away, but the fat will drop in figuring "what will one little pop tart hurt?"
Seriously folks, we need to read more labels in this country. We are being poisoned!
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8-10-2010 @9:10PM Agreed said... I completely agree with you. This county feeds us too much processed crap.
8-10-2010 @8:50PM Positiveme said... I think it is wonderful!!!! I love it, and I think it is great for the kids to have! Parents too. I understand that some people may be concerned that they are not the healthiest things to eat, but at the same time there is so much more in America that is alot worse! People are going to buy them anyway, whether it is from Walmart or the Pop Tarts store itself. They are just giving kids fun times and good eats! And to the naysayers, no one is forcing you to go there and indulge. Don't make others feel bad for wanting to.
P.S. And no, I am not a "fat American".
8-11-2010 @1:13PM Momma Bear said... YUCK!!
8-10-2010 @9:15PM mikemaj82 said... it really is quite amazing if you think about it. Here we are, witnessing the reversal of evolution. First, people actually cooked their own food at home. Then, they started buying frozen dinners and just heat them up. Now, people are buying junk food already made in places like this, because they're too lazy to push a few buttons on their microwave at home. And they're paying more! What's next?
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8-11-2010 @12:00PM damien r said... have you ever read the cooking instructions on a box of pop-tarts? seriously. there are 2
options...you can toast them in your toaster (therefore the pop part when your "toast" pops up)
OR you can MICROWAVE them. but for only 3 seconds! do you realize it's going to take more time
to open and close the microwave door twice and press the buttons then it's actually going to take
to "cook" your delicious and "nutritious" breakfast!? wow. as the great comedian once said, 'if
you're life is so busy that you have to jump out of bed, throw on clothes, grab your pop-tart and
be out the door in 3 seconds, you seriously need to take a look at your schedule!' make some
time for these samples http://bit.ly/9lsEdH and take a moment to breathe. if you only have 3
SECONDS every day for breakfast, you might want to slow down a little.
8-10-2010 @9:30PM Totally Disgusted said... One Word "UGH"!!!!!!!!
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8-11-2010 @6:39PM Kathleen Beilstein said... I love cinnamon frosted pop tarts and have been eating them since I was 15 years old and now I'm 53. Have had them practically every morning for breakfast. I am not fat or overweight. A food nutrionist told me that it is a great start to the day and I'll burn those calories during the day, I teach sp. ed. children and need that energy. So, it is a great idea!!!!
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8-10-2010 @10:13PM Health said... That is the problem with parents these days. The American food industry has made is so easy for parents to take their kids to McDonalds instead of going home and cooking a decent meal, where their family can be together. Very rarely does this happen anymore. The problem with places like this is the fact that it is just another temptation, and pretty soon your kids are going to want it every 2 days, and they will end up being over weight just like MANY kids...and have health problems early in their lives because parents can't say NO!.. We are going to go home to eat veggies!!!!
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8-10-2010 @11:25PM Josh said... I am an 18 year old college student and usually I don't have time in the morning to eat a nice, sit down breakfast with my family because I am up until at least 0000 and need at least 6 hours of sleep to be able to function the next day. If time permits, I throw something in the microwave and eat it. If not, I grab something like a Pop-Tart to get to through my first class or two until I can eat something with nutrition in it. I don't eat a lot of these, and I don't eat a lot in general, so I think it's working out for me so far. 5'9", 156 lbs. If you want, run the BMI on this. Or you can trust me and accept that I am technically underweight, even though I barely do any sort of physical activity.
No food is horrible for you in moderation, otherwise, we should all stop eating eggs due to the amount of cholesterol in them. Some people will be obese from what they eat. Some people have the genetics for it. I have a friend who is 5'2" and weighs 250 lbs. He was physically active and ate the "right foods", but never lost weight.
I say let the parents choose. If they don't want their kids to eat this stuff, then they will make sure that their kids stay away from it. If they don't mind, then they will let their kids eat it. We can't go around shutting down businesses because we don't think they are good for our kids. That's what totalitarian governments do, not democracies. If you don't like it, protest it. At least the company is saying how many calories the person is getting. How many other places do you know of where they will tell you how many calories you are ordering before you place your order and give you the option to change your mind or walk away? I think that's smart business of them and it will make people a little more aware of what they eat.
8-10-2010 @10:26PM elvira walker said... Please, tell me, why in the world would someone be interested in building a box of pop tarts, with obesity at its highest in the United States? This was pure crap on the grocery store shelf. Some people will be roped into buying anything. But, I quite frankly think that this is the worst cafe. CLOSE DOWN WILL YOU.
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8-11-2010 @6:15AM gobo said... I think you need to simmer down.
8-10-2010 @11:36PM Mandy said... My God people, GET OVER IT!! Its no different than a baskin robbins or a candy store. Its a wonderful idea. I love pop tarts and so do millions of other people. I hope it soars and comes to where i live. Its great for kids. And just because they eat pop tarts, doesnt mean they dont eat healthy stuff too. if people cant control themselves with what they eat, thats their problem. I'll take a frosted chocolate fudge pop tart please
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8-10-2010 @11:55PM Tracy Runyan said... I know that "Pop Tart World" is new on the scene, but any hope that there will be new branches opening up in other cities? I adore "Pop Tarts". One of those, and a glass of milk, makes for a divine desset, or midday snack. To all those people who are complaining about how "Pop Tarts" will only add to an already bad obesity problem, the ancient Greeks once felt like everything was just fine in moderation. I agree completely. It's, perfectly fine to indulge yourself once in a while. To the ladies and gentlemen of "Pop Tart World, best wishes for great success!!
8-10-2010 @11:47PM GATMARKETING said... WELL LETS JUST KEEP GETTING FATTER BY THE DAY............... WE ARE KILLING OURSELFS NOW . WE ARE BECOMMING PORKEYS
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8-10-2010 @11:49PM andrew said... To Agreed: This country doesnt feed you anything...you feed it to yourself. I eat anything i want, (including pop tarts) because im one of the people that put forth the effort in exercising and keeping fit. to the ones who dont, well its like what mandy said, thats their problem, not the country's.
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8-11-2010 @12:10AM jonah said... pop tart world looks like a good place to vomit. maybe they could put my vomit on a pop tart. chunky cherry.
then i will head over to dorito land or oreo ville for dessert.
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8-11-2010 @12:24AM Joseph said... Just the very thought of eating one of these things makes me want to vomit.
Every jackass who eats one shoul have to donate $1.00 to a food bank for the poor.
Food like this was devloped to be marketed to poor famlies. The middle class sight seers that will frequent this place are just slumming it and paying top dollar to do so.
We should be promoting healthy and tasty food and not edidable garbage like this.
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8-11-2010 @1:22AM nikki said... Joseph, dont you think thats a bit extreme? There are far less healthy foods on the market the Pop Tarts. Things most people dont realize are unhealthy. Every "jackass" how eats one of these should donate money to feed the poor? Seriously? Why dont people just donate the pop tarts if they are intended for the poor anyway? To say that
"Food like this was developed to be marketed to poor families. The middle class sight seers that will frequent this place are just slumming it and paying top dollar to do so." is just ludicrous. Slumming it???? I am all about being passionate about opinions but that is just silly. Its FOOD! I could see it maybe if they made a SPAM world or something. haha
8-11-2010 @12:33AM shelly said... Good Lord, I nearly went into Diabetic Shock just reading this article. Gross. This is just what children need .... a Pop Tart Cafe. Ranks right up there with carnival food. Fried Oreos, anyone? >>> gag
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