People aren't exactly gushing over the 'sushi' at Pop-Tarts World

By T.L. Stanley on Wed Aug 11 2010


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.

Times Square gets, though it might not need, a Pop-Tarts World

By David Kiefaber on Tue Aug 10 2010


Pop-Tarts' stock has fallen in recent years, as the Kellogg's brand has faced competition from breakfast bars and seen its brand name used to refer to everything except the actual product. As one might expect, they've had enough, and they're trying to reclaim some of the lost momentum with a new store in Times Square. Creatively named Pop-Tarts World, the store will offer something called "Pop-Tarts sushi," a frosting-themed light show and a create-your-own-variety-pack vending machine. The cafe will also have a 30-item dessert and snack menu. Frankly, I think they're overreacting. I could understand a "Sales are down!" panic mentality driving this idea, but trying to reclaim a brand name that's become part of the lexicon is a waste of time. You don't see Johnson & Johnson making this kind of fuss over Band-Aids. Besides, Pop-Tarts easily fit in purses and messenger bags, and most people eat them right out of the package. If they have real doubts about their product's convenience or staying power in a crowded junk-food-for-breakfast marketplace, this store probably won't address them. Photo via.

Kellogg marks Pop-Tarts' 45th birthday with a pop-art celebration

Posted on Tue Aug 4 2009


Some Pop-Tarts were on display last Thursday in West Hollywood, and this time, it wasn't because a paparazzo popped a pic of a pop princess sans undergarments. In the tradition of Andy Warhol, pop artist Burton Morris has retooled the Kellogg's Pop-Tarts packaging—fitting, since the pastry got its punny name as a nod to the '60s art movement. To celebrate the 45th anniversary of Pop-Tarts' 1964 debut, Morris collaborated with Kellogg for a collection that will be at the Hamilton-Selway Fine Art gallery on Melrose through Aug. 21. Among the works are eye-popping Pop-Tarts-inspired paintings, pastry storage tins and a workstation encased in a fort of Pop-Tart boxes reimagined by Morris. Kellogg also commissioned the artist to create five special-edition boxes of its toaster pastries that will be in stores this fall. The brightly colored acrylic paintings on canvas, which go for between $8,500 and $12,500 a pop, resemble the comic-book style of Roy Lichtenstein, Warhol's contemporary. Maybe that's why Spider-Man creator Stan Lee is a fan. He popped in to say hi to Morris, who happens to share a birthday with the Pop-Tart: He debuted in '64, too.

—Posted by Becky Ebenkamp



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