Innovation That Matters

More high-end dessert trucks


We’ve written on a few different occasions already about upscale ice-cream trucks aimed at grown-ups (one in Los Angeles and one in the UK), and now New Yorkers are getting in on the mobile dessert action with a few different trucks that deliver high-end ice cream and baked confections. The Treats Truck, for one, uses its two trucks—aptly named “Sugar” and “Dot”—to sell cookies, brownies and other baked goodies to customers on the streets of Manhattan and the surrounding boroughs. Favourite delectables on the company’s trucks include the Oatmeal Jammy and the Cran Almond Crispy along with peanut butter sandwich cookies, caramel cream sandwich cookies, four kinds of chocolate brownies daily, frosted sugar cookies, chocolate chip cookies and a rotating list of specials. All goodies are baked from natural ingredients at the Treats Truck’s Brooklyn bakery. The Van Leeuwen Artisan Ice Cream Company, meanwhile, sells specially crafted ice cream from its truck, which serves the SOHO area each afternoon. Ginger, Giandujia and Red Currant are among the flavours Van Leeuwen makes using locally sourced, hormone-free milk and cream. The company uses only cups, straws, bowls and spoons made from renewable sources, and it donates one percent of its profits to Wildlife Direct. Then there’s Wafels & Dinges, aimed at serving “good things Belgian” from its roving truck throughout the city—not to mention DessertTruck, which serves up such delectables as chocolate bread pudding, goat cheese cheesecake and a dark chocolate mousse bombe. DessertTruck can be found seven days a week at St. Mark’s place and 3rd Ave. Besides allowing small, high-end confectioners to compete in a market that would otherwise involve prohibitively high rents, upscale dessert delivery trucks like these also provide a perfect opportunity for us to repeat our favourite refrain: everything can be upgraded! One to cause the Good Humor man concern in wealthy urban centers around the globe. 😉 Spotted by: Yael Miller


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