Never underestimate the power of Pop-Tarts sushi. The power, that is, to completely gross people out, as evidenced by tons of scathing reviews of the sweet "treats." An earlier BrandFreak post called into question the need for Pop-Tarts World, a newly opened store in Times Square dedicated to the iconic breakfast pastry. What's really in question now, though, is the menu. (Everybody seems to like the make-your-own-box-of-Pop-Tarts vending machine with the robotic arm, but that's no innovation in the product itself.) Pop-Tarts sushi? That's another story, one with a stomach-churning result if various bloggers are to be believed. There's no fish involved. You choose three fruit-flavored pastries that are minced and wrapped in a fruit roll-up to look like sushi. A sample reaction from Serious Eats: "I don't know how this could be so much worse than the sum of its parts, but it was. Chalky and powdery and, frankly, vile. The extra fruit filling, maybe? Edibility, 1-10: 0. I physically could not bring myself to swallow." (Find more reviews here.) Not sure this is what Kellogg's had in mind when it launched the venue, aimed at boosting a brand that's been smacked around of late by the likes of oatmeal and Soy Joy. Well, at least people are talking about it.