USA—Kellanova, a multinational snack manufacturer, is expanding its Pop-Tarts range with the introduction of its latest crunchy snack, Crunchy Poppers.

In a statement, the company announced that the two new additions will include two distinct flavors, Frosted Strawberry and Frosted Brownie – Frosted strawberry has a fruity berry filling, while Frosted Brownie has a chocolate center.

Adding to their signature appeal, these snacks are topped with frosting and sprinkles, staying true to the classic Pop-Tarts style.

The company has described the snack as a “pop-in-your-mouth twist on Pop-Tarts,” adding that it offers a satisfying crunch with their crispy exterior complemented by the familiar frosting and sprinkles combination.

Heidi Ray, senior director of marketing at Pop-Tarts, expressed the brand’s commitment to evolving with its consumers’ preferences.

“For over 60 years, Pop-Tarts fans have incorporated our iconic toaster pastries into their morning routines, and we wanted to give our fans even more occasions to enjoy the brand… just with a little more crunch,” she stated.

“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.” she added.

According to the statement, these snacks will have convenient packaging that offers a mess free and easy grab and go snacking experience.

The individually wrapped packaging also ensures portability, catering to the busy lifestyles of modern consumers.

The rollout of the new crunchy snack lineup is scheduled to commence across the USA in April.

Each box will contain either five or ten Crunchy Poppers, with suggested retail prices set at $3.99 and $6.59, respectively.

This new introduction is meant to inject more success into a business that is already doing well.

In 2022, Pop-Tarts sales in the U.S. amounted to a staggering $978 million. By October 2023, sales for the year had already surpassed this figure, reaching $985 million.

With the addition of new offerings like Crunchy Poppers, further growth is anticipated this year.

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