Pop-Tarts is joining other food brands, like M&M’s and Hershey, opening branded stores near Times Square--the densely populated tourist mecca of New York City.
Pop-Tarts World is a giant marketing opportunity for the brand.
To draw consumers, the cafe in Pop-Tarts World will serve snacksand desserts, including Fluffer Butter (marshmallow spread sandwichedbetween Pop-Tarts frosted fudge pastries) and Pop-Tarts Sushi (threevarieties of Pop-Tarts minced and wrapped in a fruit roll-up).
Pop-Tarts “sushi,” includes an hourly light show that simulates the look of frosting, a create-your-own-variety-pack vending machine.
“People say, ‘Well, what can you really do with a Pop-Tart?’ ” said Scott Schoessel, chief operating officer of the Gigunda Group, a firm working on the project that specializes in so-called experiential marketing, or in-person events and activities. “Our chef was has come up with amazing concoctions.”
Source: The New York Times
