Pop-Tarts New Flavors with Peanut Butter: A Hit or Miss?

May 15, 2013 12:20 PM EDT | By Staff Reporter

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Pop-Tarts announced new flavors on Wednesday which include peanut butter as its parent Kellogg Company seeks to target a more adult clientele, apart from its more traditional child-friendly flavors.

Pop-Tarts new flavors include "Pop-Tarts Gone Nutty!" a peanut butter flavored line of the popular toast-able pastry. The new flavors, Peanut Butter and Frosted Chocolate Peanut Butter, are wrapped in gold foil to distinguish them from the rest of the Pop-Tarts series wrapped in silver foil. The company has not had a peanut butter flavor in decades. 

"Peanut butter has long been the most requested flavor by our fans," Pop-Tarts marketing director Dick Podiak said in a release. "We think everyone will agree it was worth the wait once they taste these delicious new varieties."

This could be part of Kellogg's new strategy to get adults to eat more breakfast foods by adding more nutrients to their breakfast options.

The Battle Creek, Mich.-based company says it's introducing Raisin Bran with omega-3 and a multigrain version of Special K later this month as it works to boost struggling cereal sales in North America.

Overall cereal sales have lagged in the U.S. for years as Americans increasingly reach for foods that are easier to eat on the go. But Bryant noted that the category is very fragmented and that particular groups are dragging down results.

According to Foodbeast, this is the first time in 27 years that Pop-Tarts have been available in a peanut butter flavor -- peanut butter & jelly Pop-Tarts were discontinued in 1986.

In a bid to rally up interest and support for Pop-Tarts new flavors, they posted photos of a "lost shipment" on their Facebook page at University of New Hampshire's campus.

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