Chocolate ‘speakeasy’ pops up with a milk chocolate ‘portal’

Kinder Bueno Wafer Swing
Kinder Bueno is making its debut in the U.S. this fall through a “speakeasy” pop-up. Pictured is its wafer swing. (Courtesy Ferrero USA)

If chocolate wasn’t tempting enough, Ferrero USA is hoping to entice New Yorkers to try Kinder Bueno in what it’s calling a “Sweeteasy” — a speakeasy-themed pop-up coming to Chelsea.

On Friday and Saturday, chocolate lovers 21 years and older can head to the bar that will be packed with selfie opportunities galore, including a milk chocolate portal, a wafer swing, “drool-worthy” stations, and secret doors to a Kinder Bueno vault. Each room is meant to represent the Kinder Bueno’s layers — milk chocolate, crispy wafer, creamy hazelnut filling and dark chocolate drizzle.

A peek inside the Kinder Bueno Vault. (Courtesy Ferrero USA)

The candy was introduced in 1990 and spread internationally, but only now is it coming to the U.S. Kinder Bueno is at retail, grocery, drug and convenience stores at about $1.29 per bar for the two-bar size and $1.99 for the four bar sharing size.

Kinder Eggs, which are chocolate eggs with toys inside, had been barred from the U.S. because of a 1930s law that banned candy stuffed with non-food objects. Those became legal in the U.S. in May 2017 when new packaging separated the toy from the chocolate.

“Kinder Bueno is unlike any other chocolate bar in the U.S., which is why we’re thrilled to showcase its premium, multifaceted taste to the public with our Sweeteasy,” said Noah Szporn,  Kinder’s vice president of marketing in North America. “Each element of the Sweeteasy experience is carefully crafted to mimic the individual layers of a Kinder Bueno bar, offering attendees interactive and unexpected ways to engage and share.”

Space at the Sweeteasy, located at 547 W. 27th St., is limited and by reservation only, so head over to nvite.com/kinderbueno/us to join the waitlist.

Kinder Bueno is the second Kinder product to debut in the U.S.