The former Momofuku pastry chef secured Series B funding for a grocery expansion
that make your milk taste more like cereal. Tosi admitted this two years ago to Mary HK Choi, describing a salted caramel cookie she had recently eaten. “It makes me laugh because I’m like,. “Like, no one put pretzels in cookies. Like, holy shit, nine years ago this was not a real thing in the world.” The fact that Oreo has a birthday cake flavor now, and everyone knows to sprinkle their brownies with sea salt before baking, shows how far Tosi’s influence has already gone.
Milk Bar COO Sujean Lee told Eater that scaling Milk Bar is a “conscious evolution,” which is why she perhaps didn’t capitalize on her brand at the peak of the “Crack Pie” craze. But though versions of her desserts can be found on menus and blogs, you can’t buy a potato chip-butterscotch cookie from Chips Ahoy. There’s still room in the cookie aisle. Right now, the Compost Cookie and Milk Bar pie are, a decade later, desserts tourists make special trips to try.
What remains to be seen is whether or not Milk Bar products will taste as good when bought from the grocery store, and if not, how they’ll maintain the business.
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