In May, Kellogg is relaunching new limited-edition varieties of its Pop-Tarts Toaster Pastries that combine two different flavors together in one product, according to a release. Pop-Tarts Splitz were first introduced about a decade ago.
Kellogg said the flavor combinations were identified and perfected after numerous concepts were tested with thousands of teens and young adults.
One of the new versions will feature Frosted Strawberry & Drizzled Cheesecake, while the other will have Drizzled Sugar Cookie & Frosted Brownie Batter. The Drizzled Cheesecake and Frosted Brownie Batter flavors are making their first appearance in the Pop-Tarts lineup, the company noted.
Introducing new flavors for old favorites is one of Big Food’s largest weapons in the battle to keep customers and attract new ones. With this latest product, Kellogg manages to combine two different flavor combinations in one box of Pop-Tarts and bring back an old concept at the same time.
It's clear that the target audience is millennials, plus members of Gen X and Gen Z, who appreciate interesting flavor mash-ups and don't mind experimenting, especially with a portable, convenient product that can be toasted for breakfast or just grabbed as-is out of the box for an easy snack.
This isn't the first time Kellogg has brought out limited-edition Pop-Tarts. In December 2016, the company partnered with Dunkin' Donuts on a two new varieties of Pop-Tarts: Frosted Chocolate Mocha and Frosted Vanilla Latte.
Consumers can be fickle about flavors, but these new combos are likely to appeal to those with a sweet tooth and who enjoy having two different tastes in one product. The reintroduced Splitz product also is likely to help Kellogg by emphasizing morning foods — just not its trademark cereal, a segment where sales have slumped as people look for other, more convenient breakfast items.
Kellogg isn't taking any big chances by reintroducing Pop-Tarts Splitz on a limited-time basis. If they don't catch on, the company can create the next iteration of its iconic Pop-Tarts product without risking either its credibility or a huge investment. One advantage Kellogg has with this reintroduced version is that it has sold the product before, so its insight could be helpful even if the needs and demands of the consumer have changed considerably since then.