Krispy Kreme is teaming up with another beloved breakfast item: Pop-Tarts. The chain is introducing three donut creations inspired by the classic pastry: Pop-Tarts Frosted Strawberry, Pop-Tarts Frosted Chocolatey Fudge, and Pop-Tarts Frosted Brown Sugar Cinnamon. Jessica Waller, general manager at Kellanova Away From Home, noted, “Pop-Tarts aren’t just for toasting – they can spark culinary innovation to delight consumers.” She praised Krispy Kreme for skillfully merging their iconic donuts with the cherished flavors of Pop-Tarts, resulting in a truly unique experience for fans of both brands. Pop-Tarts is among Kellanova’s leading brands, generating nearly $1 billion in annual sales. This collaboration with Krispy Kreme will introduce the popular breakfast snack into the donut realm while reinforcing its strong presence in the morning meal market. Additionally, it will expand the brand’s reach to consumers beyond grocery and convenience stores, where Pop-Tarts are already well-known. The North Carolina-based donut chain is experienced in integrating famous food and beverage brands into its circular pastries, having previously collaborated with Dr Pepper, Hershey’s Kit-Kat, and Mondelēz International’s Oreo on limited-time offerings.
Meanwhile, the better-for-you cereal brand Magic Spoon is venturing into the snacking aisle with its new Protein Granola. The granola blends are available in four flavors: Honey Almond, Peanut Butter, Dark Chocolate Almond, and Mixed Berry. Each serving contains 13 to 14 grams of protein, along with 2 grams of sugar and 7 to 8 grams of fiber. Notably, Magic Spoon Protein Granola is free from gluten, grains, soy, and artificial flavors. Co-founder Gabi Lewis expressed excitement about the launch, stating, “Building on the enthusiasm our fans have for our cereal, we’re thrilled to introduce a tasty new way to fuel up in the morning or on the go.” He emphasized that this product is tailored for those looking for a satisfying option that aligns with their health and wellness goals, offering a perfect balance of taste and nutrition.
The new granola products will compete with established brands in the market, such as Nature Valley, Kind, and Bear Naked. As more consumers seek higher protein options for their breakfasts and snacks, the demand for oat-based food items continues to rise, with granola projected to reach a value of $6 billion by 2034, growing at a compound annual growth rate of 4.1%, according to Future Market Insights. Magic Spoon, which entered the market in 2019, aims to attract adult consumers by reimagining their favorite childhood cereals with healthier ingredients, including calcium citrate malate, vitamin D3, and folic acid. Since its $85 million funding round in 2022, the brand has significantly expanded its retail presence, with Magic Spoon cereal now available in 20,000 U.S. stores and online.