Los Angeles-based Sweetgreen has created a healthy version of a crispy rice treat — made with gluten-free grains (organic brown rice, quinoa and puffed millet), butter and roasted
sunflower seeds, and naturally sweetened with honey-date caramel.
Sweetgreen’s first Chef-In-Residence Malcolm Livingston II, who has worked at Le Cirque, Per Se, wd~50 and noma, the five-time winner of the title “World’s Best Restaurant, created the dessert, according to a company press release.
“This is a new category for us, and working with Malcolm has been the key to creating a healthy yet craveable take on this nostalgic treat,” Sweetgreen Co-Founder and Chief Concept Officer Nicolas Jammet said in the release. “We hope the Crispy Rice Treat provides a sweet moment for our customers after enjoying some of our more savory dishes.”
Livingston also hosted an online cooking series with his 6-year old daughter, Elli, who co-stars in the social media promotional assets for Crispy Rice Treat.
“Sweetgreen is a brand that values quality of ingredients first, something I admire from a restaurant that serves food on a large scale, and it’s what drew me to want to create this dessert with their team, he said.
To round out the national campaign, Sweetgreen tapped digital artists, Gab Bois and Pablo Rochat, for their signature style. With the Crispy Rice Treat as their subject, the social content plays into their unique world of tech, humor and the ordinary, according to the release.
Sweetgreen has nearly 200 locations.