Clear the neatly organized and color-coded cans cluttering up your refrigerator and behold: the inevitable culmination of a now inescapable food fad. La Croix — the many hued, many flavored soda water that experienced a major surge in popularity in the past two years — can now be enjoyed in cake form. Shortly after opening during the summer, the brand new Whole Foods in Williamsburg, Brooklyn, premiered the zeitgeist-y confection in their pastry case (and speaking of colorful food trends — The Bagel Store, known for it’s Instagram-able Rainbow Bagels and ridiculous lines to get them, is just a short walk away). In fact, the Whole Foods in question could be seen as something of a paradise for fans of the fizzy beverage. A massive wall of soda 12-pack packages had been erected for the grand opening, something that would seem to invite some kind of Jackass-like wrecking ball stunt but instead mostly inspired a bunch of selfies.
Of course, all of this is totally understandable. After all, a substantial percentage of Brooklynites has probably fantasized at least once about living awash in the calming pastels of a La Croix igloo. And why? Well, there’s been some seriously exhaustive reporting on the subject. There are a number of factors leading to La Croix’s popularity, and seltzer water’s popularity in general. We love soda, but we’re also well aware that it’s terrible for us, and soda water is a terrific way to wean ourselves off of the sugary beverage. Plus, when one is thirsty and out and about, why would they want to purchase an overpriced bottle of water when they can get a flavored, bubbly version of it. The more attractive (and photographable) the packaging, the better. Plus (as the craft beer industry has learned in recent years), people like to drink out of cans, and while seltzer companies like Perrier and Poland Spring have put out canned versions of their rinks, flavor selection and availability are limited. Of course, none of these properties apply to the La Croix cake, which is simply a cake made to look like a box of Lime-flavored La Croix. But hey, cake is also delicious, and also practically sells itself. It’s not exactly refreshing, or non-caloric, but … um … cake!
And if you’re see to either side of the cake, there are La Croix cupcakes as well, with miniature frosted cans leaning against the top. If you’ve ever wondered what the dessert table would look like at a 10 year-old’s seltzer themed birthday party — well, that’s weird but here you go!
Also, a cursory image search for La Croix cake brings up this rather impressive Coconut La Croix cake someone had made for them (someone must really like one of the company’s more divisive flavors), which is maybe more impressive than Whole Foods’ box concept. We hope it’s a coconut flavored cake, because coconut cake is yummy.
This isn’t the first time a Whole Foods cake has popped in our radars this year. The day after Valentine’s Day, the Brookline, Massachusetts, branch of the grocery chain sold breakup cakes, presumably for those whose significant others severely dropped the ball the day before. The plain, frosted cakes were decorated with small hearts in red frosting, and the simple, suggestive phrase, “We Need to Talk.” If the La Croix cake is for lovers (or, at the very least, lovers of soda water) then these were not (lord knows, though, how many breakups have predicated a severe La Croix addiction).
Of course, now that summer season is over, and La Croix fever is starting to die down, and much like the changing of the leaves, the Williamsburg Whole Foods’ decorations have turned to more muted, autumnal things like pretzels and pumpkin beer. Still, chances are you can still specially order your own version of the La Croix cake (or for those who like to bake, make your own. Frosting a rectangular cake to look like a La Croix box can’t be that hard, right?). And, to keep the spirit alive during the Halloween season, La Croix’s website has put up a helpful guide to making your own La Croix costume. So dress as your favorite flavor and expect to see plenty more walking soda cans this weekend.