The Tastykake news was so unsettling, I needed to steady myself. So I bought a pack of Butterscotch Krimpets and wolfed them down in six bites. Then I wiped the stray smears of icing from the wrapper, licking it clean.
Because that's what you do with Krimpets.
And with Tastykake Juniors. And Chocolate and Peanut Butter Kandy Kakes. And Cream-Filled Cupcakes.
And don't get me started on the pies. Golden, crust-encased oblongs of fat and sugar, shaped to fit the palm, no fork needed.
I'll admit it had been a while since I'd eaten a Tastykake. But if I'd known the company's days were numbered, I would've eaten the goodies for breakfast, lunch and dinner during the company's last disastrous quarter.
Anything to save this century-old Philly friend from going the way of so many other local, beloved institutions whose names are embroidered in memory - like Wanamaker, Buten, Budd, Lit and Schmidt.
We can't let another cherished company die on our watch. We must Save Our Snacks!
But how?
My interviews yesterday with city foodies and longtime Tastykake customers revealed areas where they believe Tastykake needs to up its game.
Because - are you listening, Tastykake CEO Charlie Pizzi? - a lot of folks feel like their decades-long loyalty to the brand has been taken for granted.
Says longtime Daily News reader and former Tastykake fan Sean Diver, "The cakes barely taste like cakes anymore, and are far too processed. The company hasn't had anything new that is notable in what seems like 50 years.
"So, it's a 'been there . . . ate that' kind of experience."
What else are they saying?
Get back to the basics.
