“There’s probably more to come around protein and not just from us, but across the board,” she said. “It’s going to keep coming.”
The new Pop-Tarts will have 10 grams of protein per serving in different flavors such as brown sugar cinnamon, strawberry, and blueberry. The filling, as well as the sprinkles and the frosting, will remain the same. The difference lies with the dough, which may have, “a bit of a toasty flavor,” Mccann told Bloomberg. The protein Pop-Tarts will cost slightly more than their counterparts at $3.99, compared to $3.49 for the regular version.
“A Pop-Tart is a bit of a treat,” Mcann said. “The opportunity for us was to bring a little bit of protein to something they already love.”
The company already offers protein-reinforced Eggo Waffles, which it launched in May 2024. The potential market for its new protein Pop-Tarts could be large. Kellanova sold just under 3 billion Pop-Tarts in 2023, Bloomberg reported. Kellanova’s snacks category, which includes Pop-Tarts, is its largest moneymaker—accounting for about $8 billion of its total $13.1 billion in net sales for 2023.
“The demand for protein in everyday foods continues to grow and we have significant expertise in this area. With Pop-Tarts Protein, we tapped into over 60 years of brand recipe expertise and our growing knowledge of protein innovation across our network to create something that delivers on taste,” said Mccann in a statement to Fortune. “The future of snacking is exciting and evolving, and as snacks show up in more moments throughout the day, we see huge potential to bring functional ingredients like protein and fiber into new formats people already love.”
