Whilst many tourists are going to SoHo for Balthazar and a French bistro style meal that is lovely but expensive, others are going the opposite way along Spring Street to buy their pudding from Rice to Riches. I see it’s been open for over ten years, but it looks super new inside, with wacky white and orange decor and comically named bowls for your rice pudding – including the Moby for those with large stomachs.

I have always been a fan of Ambrosia Rice Pudding and it is possible to get it here, in the British section of supermarkets for three times the price in Sainsbury’s. So I was pleased to find an entire shop dedicated to the humble rice pudding. How can you make it better than Ambrosia? Well, you can flavour it left, right and centre (center). You can bung in some cheesecake, some wild berries, chocolate etc. The list is extensive and changes according to the season.

And it’s cold. Did I say that? I always had my Ambrosia warmed up. Not here. It’s cold and I have to say it’s rather nice. And I liked the spoon too, despite the fact I managed to spill some on the table with every scoop, but I think that probably says more about me than the pudding.

And their advertising company is hilarious. The whole shop is festooned with comic lines related to rice pudding. I photographed a few to see here. Worth a trip – maybe skip the pudding in Balthazar and walk this way, you won’t regret it.