A unique pop-up retail space for cereal brand Shreddies launched this week in Toronto and it’s a first in the world for Post Consumer Brands. The pop-up is a cheeky nod to the hundreds of cannabis dispensaries that have opened in Toronto since legalization in 2018.
Located at 311A Queen Street West, the Shreddies Wheat Dispensary provides the opportunity for visitors to sample a variety of whole-wheat Shreddies strains. Samples are free.
“Over the past few years, hundreds of cannabis stores have popped up all over the city. You can pretty much find a dispensary on every street corner,” said Amy Bernstein, Senior Brand Manager at Post Consumer Brands Canada.
“We wanted to introduce Torontonians to a dispensary unlike any other – one that would help fuel their day. That’s why we’re so excited to launch the first-ever wheat dispensary. There is no actual cannabis involved – just the 100% whole-wheat goodness of Shreddies breakfast cereal. What better way to discover the ultimate edible than through a delicious bowl of Shreddies?”
The Queen Street pop-up opened on the morning of Thursday, June 9 and will remain open until Sunday, June 12. It will relaunch again from Thursday, June 16 to Sunday, June 19. Opening hours are from 7:20am to 6:00pm.
The idea of the pop-up was to create consumer engagement as well as brand awareness. On the pop-up’s website, visitors are encouraged to try different “strains” of Shreddies cereal including the brand’s original cereal as well as varieties including honey, brown sugar and granola and even the opportunity to sample a hybrid mix of the three.
Pop-up retail activations became commonplace in Toronto and the rest of Canada several years before the COVID-19 pandemic. Temporary in-person activations to create buzz were halted due to pandemic shutdowns, and now that things are getting back to normal we’re starting to see more pop-ups again as consumers are more comfortable with face-to-face physical experiences.
Vacant spaces in cities in Canada means there are opportunities for more pop-ups in the short-term. Brokers are saying however that leasing activity is picking up across the country, which means more long-terms leases are expected as things get back to normalcy as we head into the summer.