What is it about breakfast pastries that makes them so hard to resist? Whether it’s a croissant or a muffin, they’re light on protein or any nutrients, perhaps, but every once in a while, who cares?
Pop-Tarts are in a class of their own. Whether you like them right out of the package or toasted to perfection, Pop-Tarts are really the best go-to “breakfast” for anyone who’s in a hurry. They have been a guilty pleasure for breakfast or a midnight snack for over 60 years.Â
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Over the years, Pop-Tarts have popped up in recipes, been dunked in milk, and even frozen for extra crunch. Now they’re about to appear in an unexpected part of the grocery store. Â
Kellanova, the snack food division of the Kellogg Company, announced a new line of frozen Pop-Tarts treats.
Pop-Tarts with a twist are now appearing in the frozen dessert aisle.Â
Image source: Shutterstock
These Pop-Tarts go in the freezer, not the toaster
Kellanova, the parent company of other snack favorites like Pringles, Rice Krispies Treats, and Cheez-Its, announced on Instagram it will expand into the freezer aisle with a line of ice cream sandwiches and ice cream pints.
The pints blend “indulgent ice cream with flavor swirls and pastry-style pieces,” while the sandwiches feature “flavor-filled pastry-style ends” layered with ice cream.Â
The ice cream flavors initially include Frosted Strawberry, Brown Sugar Cinnamon, and S’mores, arguably the three most iconic Pop-Tart options in the brand’s lineup.
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The ice cream sandwiches will also be available in three flavors, Frosted Brown Sugar Cinnamon, Frosted Strawberry and Frosted Chocolate Fudge.
These new treats follow Kellanova’s recent foray into breakfast-inspired concoctions like Eggo- and Rice Krispies Treats ice cream sandwiches and ice cream pints. The latest addition to the line-up continues the company’s trend of turning classic breakfast items into new snackable formats.Â
Although Kellanova has not released a full nationwide distribution plan yet, Walmart is on the initial retailer list, and other select retailers will carry the treats later in the summer.
PepsiCo, Kellanova and General Mills are leading brands leaning into nostalgia
The Pop-Tarts ice cream mash-up is just the latest example of how big food companies are tapping into nostalgia to create buzz and boost sales.Â
Brands like Kellogg’s/Kellanova, General Mills, and PepsiCo have been blurring category lines with offerings that cater to consumers’ cravings for both comfort and novelty.Â
Related: Trader Joe’s sells out of TikTok famous treat (here’s when it’s back)
In the recent year or so, General Mills’ launched Cinnamon Toast Crunch milk and Cinnamon Toast pizza; Wendy’s gave us Frosty creamer; and there was the Smartfood x Krispy Kreme popcorn from PepsiCo. The goal is the same: keep established brands fresh by surprising customers with new ways to enjoy old favorites.
It’s also a way to capture attention on social media, where food crossovers and limited-edition releases tend to go viral.Â
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With grocery stores crowded with innovative snack options, capitalizing on known brands is a way to capture shoppers’ attention and encourage an impulse buy.
And for nostalgic millennials and Gen Z shoppers, many of whom grew up on Pop-Tarts, this type of innovation creates a sense of fun and familiarity.
So whether you’re a Frosted Strawberry purist or eager to try them all, now you can start and end your day with a Pop-Tarts treat.
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