As a breakfast food, these pastries have neither the nutritional cachet of cereal nor the tuck-in-a-pocket ease of a breakfast bar. As a snack, they’re not quite sweet like a cookie, nor savory like a cracker. In a world on the go, Pop-Tarts can require a toaster. Even the brand name has been hijacked by gossip columnists to mock Britney Spears and Jessica Simpson.

Now the Pop-Tarts brand is demanding some attention for itself, and it is doing so with a store on one of the world’s most attention-grabbing stages, Times Square.