How Pop-Tarts Became A $1 Billion Breakfast Icon

For 60 years, Pop-Tarts has endured wars, natural disasters, health-conscious movements and recessions. Kellogg's — which split into Kellanova, for snacks, and W.K. Kellogg’s, for its cereal business, in October — saw Pop-Tarts bring in $1 billion in sales in 2022. Kellanova's top five snacking brands, Pringles, Cheez-It, Pop-Tarts, Eggo and Rice Krispies Treats, account for 50% of the company's net sales. While competitors such as Quaker, Nabisco and General Mills have attempted to contend with the beloved toaster pastry, none of those efforts has lasted. On Dec. 28, 2023, for the first time, college football teams will compete in the Pop-Tarts Bowl, where the winning team will receive a giant, edible Pop-Tarts mascot.

Chapters:
0:00 - 1:28 Intro
1:31 Chapter 1. A global snacking business
5:39 Chapter 2. Challenges
9:19 Chapter 3. What’s next

Produced and Shot by: Natalie Rice
Edited by: Evan Lee Miller
Senior Managing Producer: Tala Hadavi
Narration by: Ryan Baker
Animation: Christina Locopo
Additional Footage: Kellanova, Getty Images, AP Photo
Additional Sources: ABC News, Breakfast : A History, Heather Arndt Anderson, New Castle News, Newspapers.com, The Akron Beacon Journal, The Daily News, The Washington Post

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How Pop-Tarts Became A $1 Billion Breakfast Icon