Photo of a Pop Tart Store
Will the Times Square Pop Tart Store succeed? CC by flyheatherfly/Flickr

Times Square saw the huge fanfare around opening the Pop Tart store, called Pop-Tarts World, just this week. The store based on the ubiquitous breakfast item offers Pop-Tarts inspired cuisine and it has Pop-Tarts vending machines. The rent for Times Square is huge at $1,000 per square foot, but Kellogg’s hasn’t decided yet whether the store will be permanent.

What the Pop-Tarts store features

There is a little bit of everything offered up at Pop-Tarts World. At the Pop-Tarts store, you can get Pop-Tarts topping on celery, Pop-Tarts cinnamon rolls and even Pop-Tarts sandwiches. A vending machine lets you create your own customized 12-pack of Pop-Tarts flavors, for $1 per pastry. You can also build your own invention in the form of Pop-Tarts, including just about any topping or flavor you can think of.

Brand visibility through the Pop-Tarts store

Kellogg’s decided to open the Pop-Tarts store in Times Square because the company wants to show that Pop-Tarts is a “mature brand.” Sales lately have been flat for this breakfast bar pastry. In 2009, Kellogg sold $481 million worth of Pop-Tarts.

Baking your own Pop-Tarts

Customized Pop-Tarts are available outside of Times Square. It is healthier and cheaper to make Pop-Tarts at home. It takes less than 20 cents per pastry and no high fructose corn syrup to make your own. In a food processor or bowl, combine 2 cups of flour with 1 tablespoon sugar and 1 teaspoon salt. Mix in 1 cup butter, 1 egg and 2 tablespoons milk. Roll out the dough on a floured surface and cut rectangles out. Spread just about any filling you want on half of the rectangles. Jam, chocolate or cinnamon and sugar would all work well. Use the other half of the dough to top off the filling, and seal it by pressing a fork around the edge

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