Feb. 22 (UPI) -- Kellogg's Pop-Tarts are getting into the pop-up business with a temporary Times Square eatery dedicated to Pop-Tarts-style pizza, tacos, and other creations.
The Pop-Tarts Cafe, opening in the same location where Kellogg's previously hosted a breakfast cereal pop-up restaurant, features Pop-Tarts reassembled as sugary tributes to pizza, tacos, burritos, fries, and other foods.
The cafe, open Tuesday through Sunday, also features Pop Tarts milkshakes.
"We have this creative menu that helps reimagine Pop-Tarts," Angela Gusse, Pop-Tarts' marketing director, told USA Today. "We're always looking for new ways to reach out fans."
The menu items at the cafe range from $8 to $12.
"It's the comfort food of our generation," said Sandra Di Capua, a partner in the New York eatery. She said the restaurant partners "liked the idea of turning things on their head."
"When else are going to get to have a Pop-Tarts pizza?" she said.