Kellanova bites into sweet snacks with Pop-Tarts Crunchy Poppers

Dive Brief:

• Kellanova announced the launch of a new snack, Pop-Tarts Crunchy Poppers, which contain a crunchy exterior, a flavorful filling and a layer of frosting and sprinkles. The offerings come in two varieties: Frosted Strawberry Crunch and Frosted Brownie Crunch.
• In a statement, Kellanova said the snack is emphasizing the pastry brand’s popularity as a snack food by bringing its flavors and essence into a sweet treat that can be enjoyed beyond breakfast.
• The launch comes as the snacking company aims to set itself apart in the snacking category by relying on its household name brands.

Dive Insight:

Since the 2022 announcement that Kellanova would spin off into a snacks-only business, which finalized last October, the company has been clear about its mission: growing market share through the strength of its existing portfolio.

CEO Steve Cahillane told Wall Street investors last August the company was not reaching its potential in the lucrative snacking category while sharing space with Kellogg’s cereal brands, and that it planned to use new products to usher in a new era of growth.

The new crunchy Pop-Tarts product helps fulfill this goal. The addition expand Kellanova’s snack product lineup with an indulgent, crunchy product safely tucked under the banner of a widely recognizable treat.

“In a sea of salty snack offerings, Pop-Tarts Crunchy Poppers are the ultimate munching experience to satisfy our fans’ sweet and crunchy cravings, anytime and anywhere,” said Heidi Ray, the senior director of marketing for Pop-Tarts, in a statement.

Snacking made up roughly 80% of Kellogg’s total sales before the company split last year, despite the previous company owning such iconic cereal brands as Frosted Flakes and Froot Loops. Kellanova is competing with snacking giants like Mondelēz International and PepsiCo’s Frito-Lay, which currently hold greater market share than the Cheez-It and Pringles maker.

The company’s launch comes as Americans are snacking more frequently, with roughly half of consumers consuming three or more snacks daily, according to Circana data cited by The Wall Street Journal. The size of the snacking market is projected to increase at a compound annual growth rate of 2.8%, according to Grand View Research.