Pop-Tarts New Flavors: Peanut Butter Returns as Kellogg Targets Adults

Image: Pop-Tarts New Flavors: Peanut Butter Returns as Kellogg Targets Adults

Wednesday, 15 May 2013 07:49 AM

By Alexandra Ward

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It's been 27 years since the last peanut butter Pop-Tarts were available, but Kellogg announced Tuesday it would bring back the flavor in two new versions of its popular breakfast treat.

Marketed as "Gone Nutty!", Peanut Butter Pop-Tarts and Frosted Chocolate Peanut Butter Pop-Tarts feature fillings made with real peanut butter.

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

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To promote the new peanut butter flavors, a "toasting team" has hit the road in a toaster-shaped truck to introduce the product to fans nationwide. Customers are encouraged to voice their opinions on the peanut butter Pop-Tarts via Twitter (#CrazyGoodPB).

Pop-Tarts discontinued their last peanut butter flavor, the Peanut Butter & Jelly Pop-Tart, back in 1986.

Kellogg is also rolling out more nutritious cereal options to draw in more adult customers. The Battle Creek, Mich.-based company said it's introducing Raisin Bran with omega-3 and a multigrain version of Special K later this month.

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The company is also trying to find innovative breakfast-on-the-go options. This year, a "Breakfast To Go" dairy drink will be available as a sort of liquid cereal.

General Mills Inc., which also makes cereals including Cheerios and Lucky Charms, is introducing a similar product called "BFast" that promises the nutrition of a bowl of cereal and milk.

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