Once upon a time, in the years and months before we opened the shop, Brian remembers making this flavor for friends and family. There were many who said this was the only thing he needed to make in order to be successful. There were others who strongly disliked it and warned Brian against selling it at all. “It’s burnt.
It’s bitter. People will hate it.” To this day, the flavor continues to polarize. But enough people love it to make it far and away our most popular flavor. Once, on the weekend after Salted Crack Caramel won New York magazine’s Crackiest Crack Food in Town award, nearly 25 percent of all our sales came from this one flavor. That’s out of twenty-four flavors! There are days in the summer when we sell fifteen gallons of Salted Crack. If it were just salted caramel ice cream, it might not be as popular. But we add Deb’s crack cookies to the ice cream—extremely sweet and addictive, they are the perfect counterpoint to the salty bitterness of the burnt-caramel ice cream.
© 2014 All rights reserved. Published by Abrams Books.