Protein-Packed Pop-Tarts Launching November, Aims to Capture Market

BREAKING: Starting in early November 2023, Kellanova is set to disrupt the snack aisle with a new high-protein version of Pop-Tarts, a move that could change how consumers view sugary treats. These revamped pastries will contain 10 grams of protein per serving, targeting health-conscious shoppers who want indulgence without sacrificing nutrition.

This launch follows recent announcements from PepsiCo Inc. regarding a protein-enhanced version of Doritos, highlighting a growing trend in the food industry. Companies are betting that adding protein to traditionally sweet items can attract shoppers seeking healthier options amidst rising concerns over processed foods.

Kellanova, which sold nearly 3 billion Pop-Tarts in 2023, aims to capture a share of the booming market for protein-fortified foods, projected to exceed $100 billion by 2030, up from roughly $67 billion in 2023, according to Grand View Research.

K. T. Mccann, Kellanova’s vice president of research and development, stated, “A Pop-Tart is a bit of a treat. The opportunity for us was to bring a little bit of protein to something they already love.” The new Pop-Tarts flavors, including brown sugar cinnamon, strawberry, and blueberry, will keep their classic taste while incorporating wheat and milk protein concentrates into the dough.

The sugar content will remain similar to traditional Pop-Tarts, with about 30 grams of sugar per serving—roughly 60% of the recommended daily intake. The new protein-packed versions will retail for $3.99 for an eight-pack, compared to $3.49 for standard varieties.

The protein trend is further fueled by the increasing popularity of GLP-1 medications like Wegovy and Mounjaro, which many consumers are using to help control weight while preserving muscle mass. Randy Burt, managing director at AlixPartners, emphasized that many Americans believe they need to increase their protein intake, predicting sustained demand for protein-enhanced products.

The “from-the-griddle” category, including Eggo waffles, is the fastest-growing segment of frozen breakfast foods, with higher-protein options driving this growth. Kellanova has already introduced a high-protein version of Eggo waffles, showcasing its commitment to meeting consumer demands swiftly.

In addition to Kellanova, major restaurant chains like Starbucks are also capitalizing on this trend by introducing protein-rich beverages and planning ready-to-drink options for grocery stores next year.

However, industry experts note that while established food brands are catching up, startups and private-label products have been quicker to innovate in the protein space. Oisin Hanrahan, CEO of Keychain, pointed out that smaller companies can be more nimble, though Kellanova has made swift moves in this area as well, including its acquisition of RXBar in 2017.

As Kellanova prepares for the launch of its protein-infused Pop-Tarts, it’s clear that the demand for healthier, protein-enriched options is only just beginning. Consumers can expect more innovations from Kellanova and other brands in the near future, as the food industry continues to evolve in response to changing dietary preferences.

Stay tuned for more updates on this developing story as Kellanova leads the charge into a new era of snacking!