Keebler’s Fudge Day Pop-Up Brings You Inside the Elves’ Tree

Don’t stop thinking about tomorrow’s meal.

By Ethan L. Johns
June 01, 2018

If you know anything about the Keebler Elves, you know that they’ve been baking up cookies since the 1800s (or at least since they were created by an ad agency in 1969). You might also know that deep inside the Hollow Tree—where Keebler cookies are made—they’re sitting on a goldmine of molten fudge.

This month, cookie lovers will finally get the chance to peek inside and taste the cookies at Keebler’s Fully Fudged Hollow Tree pop-up shop, which opens for one day only on June 16th—National Fudge Day.

In honor of the chocolatey holiday, Keebler will be giving out samples of its newest Keebler “Whoopsy! Fudge Stripes” cookies, which are just like those signature shortbreads—only completely coated in fudge.

Visitors to the pop-up will be able to meet with Ernie the elf in person, and help him to dunk and paint a giant, two-foot cookie. A fudge geyser will be flowing, and you’ll be able to dip cookies in fudge then chow down. Other Keebler cookies will be available to sample.

And, of course, the elves will have set up an Instagram filter, so you can share some supremely fudgy photos with all of your friends. Talk about Fudge F.O.M.O.

The Hollow Tree pop-up will be open from 10 a.m. to 6 p.m. at 393 Broadway in Manhattan. Make sure you bring an umbrella for when the fudge geyser explodes.

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About Ethan L. Johns

Ethan is the Food News Writer at Genius Kitchen. An expert on the Parisian bistrot, he likes bitters and salted butters, and is no fan of dessert unless it's made with fruit. His hobbies include reading up on the history of borscht and attempting to roll perfect couscous by hand. Twits & Instagram @EthanLJohns