REXBURG—There is a new way to satisfy your sweet tooth in town. The Treat Sweet Co. recently opened its doors at the Wolfe It Down Food Court located just off Main St., and local dessert lovers are lining up.
Sarah Vitali, a new Rexburg transplant and co-owner of the shop, opened the business just over a week ago and has been thrilled by the warm reception from the community.
“The feedback that we've gotten from our customers has been exactly what we wanted it to be," Vitali said. "People are liking what they're tasting, and they're wanting to come back.”
The Treat Sweet Co. goes far beyond standard ice cream cones or classic milkshakes, carving out a niche with a unique, indulgent menu.
“We've got the loaded funnel cake fries and fried ice cream," Vitali said. "Our tagline is 'hot, cold, loaded.' So, like, everything's loaded. The funnel fries aren't like your typical, like, dipping sauce that you just dip them in. They're loaded with either fruit or drizzles or crumbles of cookies and whipped cream, Pocky sticks. And then for our fried ice cream, we call them our golden scoops. Those also come loaded, and then our mochi bites, too, can be loaded in different flavors.”
With so many dessert options already available in town, standing out in an oversaturated market was a top priority for Vitali. To beat the competition, she took a grassroots approach to menu development.
“We did do some field research and some polls to see what the people wanted, which is a luxury that big corporations don't always have," Vitali said. "So, we really wanted to contribute something to the community that was different. And so, we were asking on different Facebook pages and food pages. The mochi donuts and the funnel fries and the fried ice cream came out as, like, our top three contenders.”
The menu features an array of toppings for the fried creations, ranging from classic Oreo cookie crumbs to caramel and sweetened condensed milk, even mangos. When it comes to flavor inspiration, Vitali found ideas in some uniquely Rexburg moments.
“The Oreo Sweetheart that has strawberries and Oreos in it, it kind of made me think of the 'opposites attract' and just the whole dating game that a lot of the college students are playing here," Vitali said. "And me and my husband, like, we're very different, but we complement each other.”
Neither Vitali nor her husband are Idaho natives. Rather, she hails from Texas, while he is a California native and Navy veteran. After moving around, the couple decided to plant their roots in Rexburg, bringing a delicious new staple to the local food scene along with them. Ultimately, Vitali hopes the shop becomes a gathering place for locals and students alike.
“It's meant to be an experience, something that creates memories," Vitali said. "We really wanted it to be both family-friendly and also college student-friendly. So, a vibe that is just wholesome and exciting for everybody around.”
The Treat Sweet Co. is open Monday through Saturday from noon to 9 p.m. Foodies can follow their journey on Instagram at @treatsweetco.