D’Innocenzo’s Bakery in Wayne is doing brisk business by piggybacking on a pop-culture phenomenon. At its stand in the Lancaster Farmers Market, pink boxes of shortbread have proved popular among fans of Ted Lasso, the Apple + soccer dramedy whose third (and rumored, final) season started streaming Mar. 15.

The biscuits — so named because that’s what Londoners call cookies — are an integral plot point. A pink box of them becomes a daily gift from coach Lasso (Jason Sudeikis) to melt frosty boss Rebecca (Hannah Waddingham).

The Wayne bakery’s TV shortbread inspiration came from Donna Tarcov-Barnett.

She’s the mother of the owner, Matt Tarcov, and also a Lasso fan. She has brought to the business her culinary background, honed as a cooking instructor at Harriton High School in Lower Merion.

Donna crafted the shop’s unique blend of ingredients, culling three recipes for the tastiest result.

Son Matt then promoted the biscuits online in 2022.

“I just tested the waters on my Instagram. I don’t have a lot of followers; it’s a lot of neighbors. But all of a sudden, it caught fire. People were like, ‘Wait, you have those? I want them!’” Matt said.

Editor’s Note: This post ran originally in VISTA.Today on Feb. 14, 2022; it has been checked for accuracy.

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Ted Lasso kicks off the running gag of presents to his frosty boss.