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Deets: The pop-up that once rivaled the Cronut craze is back — and it’s about to take over New York’s food scene this Rosh Hashanah. Eleven Madison Park’s cult-favorite Bake it Nice pop-up returns on September 20, from 11AM until supplies last, this time with a collaboration that will have every foodie talking: a plant-based chocolate Babka with Breads Bakery.

Led by EMP’s master pastry chef Laura Cronin - the mastermind behind the viral Madison Squares - sweet-treat obsessives can expect lines around Madison Square Park for the flakiest, most inventive plant-based pastries in the city with two limited flavors: Candied Peach with Meyer Lemon & Vanilla and Chocolate with Cherry & Almond.

And the first plant-based “Rethink Babka,” created in partnership with EMP’s Bake it Nice and Breads Bakery is rich, gooey, and laminated with chocolate, rivaling any of its butter-based counterparts.

A portion of every sale will benefit Rethink Food, an organization building a more equitable sustainable food system by partnering with restaurants to provide nutritious, culturally celebrated meals across NYC, at no cost to communities.

Bake it Nice has already cemented itself as a downtown obsession, drawing repeat crowds year-after-year. This year’s Bake it Nice x Breads Bakery partnership will unite babka and flaky-pastry lovers from all over NYC - just in time for Rosh Hoshana. The bakery pop-up is a rare chance to experience Michelin-starred technique at bakery-counter prices!

Hint for the Average Socialite: The bakery pop-up is a rare chance to experience Michelin-starred technique at bakery-counter prices! Options will include: Bake it Nice x Breads Bakery “Rethink Babka” in Chocolate; and “Madison Squares” in Candied Peach with Meyer Lemon & Vanilla and Chocolate with Cherry & Almond.

Pro Tip: Line up early - these go FAST!

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