Kellanova plans to release Pop-Tarts Protein in early November, featuring 10 grams of protein per serving. The new product aims to cater to health-conscious Gen Z consumers and those using Ozempic who want more protein without sacrificing their favorite snacks, according to fortune.com. The protein-fortified food market was valued at $67 billion in 2023 and is expected to exceed $100 billion by 2030.
The new Pop-Tarts Protein will maintain the familiar fillings, sprinkles, and frosting, with the primary change being in the dough, which may have a slightly toasty flavor. K.T. Mccann, vice president of research and development and innovation for Kellanova North America, told Bloomberg that the company sees ongoing opportunities in protein innovation across the food industry. The product will be available in flavors such as brown sugar cinnamon, strawberry, and blueberry.
The launch reflects a broader trend in the packaged-food industry, where companies are increasingly fortifying snacks with protein to meet growing consumer demand. This shift is driven by health-conscious consumers and those focused on muscle maintenance, expanding beyond traditional protein powders. Kellanova’s move follows similar efforts by other major food companies to capitalize on the expanding protein-fortified market, which Grand View Research projects will surpass $100 billion by 2030.
Pop-Tarts Protein will be priced slightly higher than regular Pop-Tarts, with availability starting in early November. K.T. Mccann emphasized that the protein trend is expected to continue growing, with more innovations anticipated across the sector.