Pop-Tarts is hopping on the latest health trend in a way that actually makes a lot of sense.
The fan-favorite toaster pastry might not be the first option you think of when you need to meet your nutrition goals, but the Kellanova brand hopes to change that with its newest release. As recent data shows, healthier snacking options have become more popular among adults due to their “nutritional appeal” and an increase in seeking snacks that align with health and wellness goals.
Enter Pop-Tarts’ new era, one as a protein pastry.
Pop-Tarts Debuts 3 New Pop-Tarts Flavors Made With Double the Protein
The protein pastry isn’t a new concept, with brands like Legendary making a version of it for years. There are, in fact, a few notable differences between Pop-Tarts’ protein pastry, its original version, and the protein-fortified competition. The most obvious being that this is the first time the Pop-Tarts brand has released a protein-forward item.
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We expect Pop-Tarts Protein to still taste like the pastry fans know and love. Although we haven’t had them, the company promises it stays “true to the Pop-Tarts flavor fans crave,” which is our only complaint about other similar offerings on the market. While they’ve all been good, none have truly tasted like a Pop-Tart pastry–because they’re not a Pop-Tart.
“We’re thrilled to introduce Pop-Tarts Protein, our boldest innovation yet,” Leslie Serro, vice president of marketing for Pop-Tarts, shared in an Oct. 14 press release. “It delivers the same Crazy Good taste people love, now with a bonus of 10 grams of protein per serving.”
According to Tuesday’s announcement, which also revealed the return of its once discontinued Chocolate Chip Cookie Dough variety, the new line will debut in three flavors:
- Pop-Tarts Protein Slammin’ Strawberry: Featuring tart strawberry filling, a golden crust and frosting topped with rainbow sprinkles, the sweet classic just got a protein boost.
- Pop-Tarts Protein Boostin’ Brown Sugar Cinnamon: The timeless fan-favorite is reimagined with protein in every bite, featuring a gooey brown sugar cinnamon filling, golden-brown crust and a crisp, sweet frosting finish.
- Pop-Tarts Protein Bumpin’ Blueberry: Bursting with berry sweetness and a protein bonus, the jam-like blueberry center is topped with sweet icing and crunchy sprinkles.
Another equally important thing to note is that Pop-Tarts’ recipe contains about double the amount of protein (typically 4 to 5 grams, depending on the variety) and less sugar than its standard line. The nutritional breakdown varies by flavor, but each serving (two toaster pastries) includes approximately 3 grams of saturated fat, 380 calories, 31 grams of sugar, and 10 grams of protein.
It’s not exactly on the same level as a protein-packed supplement bar, but if you’re craving a Pop-Tart or don’t necessarily care about the fine details of the macros, then this could be a fair option for you, especially since high-protein does sometimes mean high cost, which isn’t so much a factor here.
Pop-Tarts Protein has an MSRP of $3.99 for an 8-count box, compared to its closest alternatives, which go for nearly $10 for a box of four. The new line is expected to be available at most major retailers nationwide that already carry other variations of Pop-Tarts beginning this November.
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