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Brief Published: 13 Dec 2012

Smush: Customisable Treats


Customisation is the order of the day at Smush, a new dessert delicatessen in New York. Consumers are invited to build their own unique ice cream and cookie sandwich from an assortment of sweet spreads, cookies and toppings.

Smush carries four spreads: Nutella, marshmallow, peanut butter and caramel. Toppings include strawberries, bananas, potato chips, pretzels and several types of fudge. Among the cookie varieties are red velvet, chocolate brownie, peanut butter cup and chocolate chip. The sweet treats are baked to resemble slices of bread and are sold by the dozen and half dozen – referred to as half and full loaves on the Smush menu.

The shop’s interactive website directs visitors to “Smush Yourself” by creating custom digital ice-cream sandwiches. For more examples of customised foods, see Future Fast Food.