Magnolia Bakery Now Open in Midtown

Fans of Magnolia Bakery’s famously sweet cupcakes, rejoice. Now you no longer need to schlep downtown for a dose of that toothache-inducing buttercream frosting. Magnolia has just opened an under-the-radar outpost (no signage yet?) on the corner of 49th street and 6th avenue–right by 30 Rock and a dozen soaring office buildings.

The notable snacks here go beyond cupcakes to the specialty cakes, cookies and bars. I enjoyed a wedge of the pistachio cake with merengue buttercream, an oversized peanut butter bar with heath candy bar crumbled on top ($2.50), and their decadent banana pudding, which deserves the accolades. The fresh-baked brown sugar and chocolate chunk cookies, at $1 apiece, are probably the most reasonable after-lunch snacks here. But unsurprisingly, all the tourist action here is clustered around the cupcake window, which thankfully has its own line. Really, skip it–a cupcake is just a cupcake, even when it has a Sex and the City shoutout.

Magnolia Bakery 1240 Sixth Avenue, at 49th Street