STATE OF THE TART

CREMORA TART

“In the 1980s, there was a TV ad doing the rounds in which a highly strung man in a dressing gown was making a cup of coffee in the middle of the night. In a misplaced Brooklyn accent, he narrates his way through the process, until he can’t find the Cremora (a powdered, non-dairy coffee creamer). ‘Honey, there’s no Cremora in the refrigerator!’ he cries in the direction of the other room, to which his sleep-deprived wife replies, ‘It’s not inside, it’s on top!’ Echoing her words, he repeats, ‘It’s not inside its onnnnn … top.’ In those brief 30 seconds, a fairly successful dairy substitute was transformed into a household brand – and soon, a new fridge tart was born. To the Cremora tart virgin, the idea of a tart made of non-dairy coffee creamer might