Want to make a bakery run?

Runners love their carbs, whether they’re fueling up for a race or recharging after a long-distance jaunt. On September 21, 100 runners will get a chance to make their way through some of New York City’s most famous bakeries on the inaugural NYC Bakery Run, a half-marathon that courses through several neighborhoods. Stops on the 13.1-mile journey include Radio Bakery, Librae Bakery, La Cabra, L'Appartement 4F, Elbow Bread, Gem Home, Raf's, and La Bicyclette.

“New York City is falling in love with bakeries, and a new generation of bakers is redefining the city's baking culture. The NYC Bakery Run celebrates their craft and pairs it with running, another quintessential daily ritual for many New Yorkers, and the interest is overwhelming," says Simon Evers, founder of Tipster, organizer of the event.

While 100 runners will be drawn from a hat to get the chance to run and indulge in croissants, cardamom buns, danishes, and other treats, a lot more may be left disappointed—within 24 hours of the event, more than five thousand hopefuls had signed up. Entries will be accepted through September 10.

School is back—time to snack

Courtesy of General Mills

General Mills has a long track record (almost three decades) of helping U.S. educators with its Box Tops for Education program, which gives back to a shopper’s designated school with every qualifying GM product purchase. This school year, the producer is seeking to help harried parents and the schools their kids attend with the Free Snacks campaign, which treats parents to double-digit rebates, and sustained support to learning institutions. To support the campaign, the company has partnered up with Tia Mowry—mother, co-star of legendary 1990s sitcom Sister, Sister, and headliner of many fine Hallmark holiday films)—to impart parents with wisdom, such as “I keep grab-and-go snacks like Nature Valley bars or Annie’s fruit snacks in a basket by the door—so on those hectic mornings or after-school runs, we’re ready to roll.”

Happy birthday to you, and you, and you….

Courtesy of Edible

Edible—known for providing celebratory fruit arrangements, cakes, and other gifts the recipient can eat—is commemorating its latest limited-edition cupcake line by giving away free cupcakes to everyone in America who was born on September 9, the most common birthday in the country. According to numbers crunchers at FiveThirtyEight, out of the 10 most common birthdays among Americans, a whopping nine are in September (with the straggler being July 7, ranked sixth). In addition to the store’s always-available signature cupcakes (Chocolate Strawberry, Vanilla Celebration, and Classic Double Chocolate), the promotion also will offer the newest LTOs: Cinnamon Cream Cheese Crunch, S’Mores Surpise, and Chocolate Candy Cane. To claim, the birthday celebrant should stop by a store, show their ID proving they were born on September 9, and only one cupcake apiece.

King’s Hawaiian offers travelers first-class comfort

Courtesy of King's Hawaiian

Most people don’t find airline travel a pleasant experience these days, between the long lines, unplanned delays, and cramped seats. This week, King’s Hawaiian set up in Chicago’s O’Hare International Airport to give travelers moving through the world’s busiest hub the opportunity to swap their dowdy duds for ultra-plus Softwear Sets—branded clothing designed to be as fluffy as the company’s rolls, buns, and other baked items. To claim one of the stylish outfits to sport on their journeys, travelers needed only to hand over the clothing they arrived to ORD wearing (after changing in the privacy of one of the activation’s changing rooms, naturally).

"Softness is core to who we are as a brand, and our new logo now reflects the fluffy, oven-baked qualities our products are known for while embracing the warmth, good times, and Aloha Spirit that has always defined King's Hawaiian," states Raouf Moussa, CMO. "At King's Hawaiian, we're taking the idea of softness to new heights – and that's not just because we're sending travelers into the skies with our soft new merch and samples of King's Hawaiian Rolls and Pretzel Bites."

Related: Fun Friday: HI-CHEW brings back playful partnership, snack bars give back, pickle preferences persist