Pop-Tarts joins the protein push as food giants chase growing demand
Kellanova is adding protein to Pop-Tarts as large food companies move into a category projected to top $100 billion by 2030.
By Maya Lindqvist · Senior Technology Correspondent
3 min read
Kellanova plans to sell a protein version of Pop-Tarts, adding one of the country’s best-known snack brands to a fast-growing protein-fortified food category. The move shows how major packaged-food companies are trying to turn consumer demand for more protein into new versions of familiar products.
Bloomberg reported that Pop-Tarts Protein is set to arrive in early November. Kellanova is aiming the product at shoppers who want more protein while still buying snacks they already know, according to K.T. Mccann, vice president of research and development and innovation for Kellanova North America.
The market Kellanova is entering has drawn more attention from large food companies. Grand View Research said the global protein-fortified food products market was about $67 billion in 2023 and is projected to exceed $100 billion by 2030.
Fortune reported that health-focused Gen Z consumers and users of Ozempic who want to preserve muscle mass are helping push protein demand beyond powders and specialty fitness products. The International Food Information Council found in July that 70% of Americans said they were trying to eat more protein, up from 59% in 2022.
The new Pop-Tarts will contain 10 grams of protein per serving, Bloomberg reported. The planned flavors include brown sugar cinnamon, strawberry and blueberry.
Kellanova is changing the dough while keeping the filling, sprinkles and frosting the same, Mccann told Bloomberg. She said the dough may have a somewhat toasted taste.
The protein version will cost more than the standard product, according to Bloomberg. Pop-Tarts Protein will sell for $3.99, compared with $3.49 for regular Pop-Tarts.
Mccann told Bloomberg that Kellanova saw a chance to add protein to a product consumers treat as an indulgence. She also said more protein products are likely from Kellanova and other companies.
Pop-Tarts gives Kellanova a large platform for the new product. Bloomberg reported that the company sold just under 3 billion Pop-Tarts in 2023.
The brand also sits inside Kellanova’s biggest business. Bloomberg reported that Kellanova’s snack division, which includes Pop-Tarts, generated about $8 billion of the company’s $13.1 billion in 2023 net sales.
Kellanova has already tested protein in another breakfast brand. Fortune reported that the company introduced protein-enhanced Eggo waffles in May 2024.
Other large food and drink companies are making similar moves. Fortune reported that PepsiCo recently previewed protein-packed Doritos, while Starbucks has introduced protein lattes and Kroger has released protein-rich French toast sticks.
Mccann said smaller companies can move quickly, according to Bloomberg, but Kellanova is trying to respond faster as consumer tastes shift. In a statement to Fortune, she said Kellanova used its Pop-Tarts recipe experience and its work on protein innovation to develop a product meant to keep the brand’s taste while adding a functional ingredient.
This story draws on original reporting from Fortune.