On Jan 24th, Daiya, the brand that cracked the code on dairy-free cheese, hit “play” on a 90s-inspired pizza-rental store pop-up: Crustbuster.

Designed to tackle the fear of missing out on dairy (FOMOO), Crustbuster gave New Yorkers a no-commitment opportunity to "rent" Daiya dairy-free pizza and experience firsthand how it hits all the rich, cheesy, gooey goodness people crave — but without the dairy.

For many, dairy-free is a hard sell at the box office – with ‘taste skepticism’ taking home the gold as the top reason people hesitate to give it a try. This lingering fear that dairy-free won’t deliver the cheesy, show-stopping experience of dairy-full has been dubbed as FOMOO by Daiya: the fear of missing out on dairy.

But Daiya knows its new and improved pizza line made with Daiya Oat Cream™ Blend delivers all the rich, cheesy, gooey satisfaction people love. So the brand is inviting people to see this for themselves at its Crustbuster pop-up. Come taste-test the latest Daiya dairy-free pizza flavors for free—no strings attached.

Daiya’s Crustbuster drew over 500 New Yorkers to SoHo’s iconic Upside Pizza, with lines forming an hour before doors opened.

Stepping inside, guests were transported back to the 90s, where shelves were stocked with “VHS boxes” featuring playful twists on classic 90s movie titles – each representing one of Daiya’s pizza flavors. From Beauty and the Feast (Meatless Pepperoni) to The Slicefather (Supreme Pizza) and In the Line of Fire Roasted Vegetables (Fire Roasted Veggie Pizza), the titles brought the nostalgia to life. Guests browsed the selection like movie buffs before heading to the counter to “rent” and sample a slice of their chosen flavor – or opt for a plot twist with the ‘Director’s Cut,‘ where Daiya’s chef surprised them with a special pick. Spoiler alert: each slice packed all the gooey, cheesy satisfaction of a pizza night worth rewinding for.