Why Kellogg’s Pop-Tarts are more popular than ever

Almost 60 years after being invented, Pop-Tarts are still ubiquitous in American society. In 2022, Americans consumed three billion of them, totaling almost $1 billion in sales for developer Kellanova, formerly known as Kellogg’s, which split into two public companies, one for snacks and W.K. Kellogg Co. for cereal. Pop-Tarts is Kellanova’s third best-performing snack and the one it chose to feature in its sponsored December 2023 college bowl game that was renamed the Pop-Tarts Bowl.