Crave peanut butter Pop-Tarts? It's your lucky day

It seems every junk food is launching new flavors to boost sales. Now the venerable pastry is, too.

By Aimee Picchi May 15, 2013 3:17PM

Kellogg's Pop-Tarts 'Gone Nutty!' Toaster Pastries (© PRNewsFoto/Kellogg Company)When I was a kid, Pop-Tarts were available in just a few flavors, from the classic brown sugar cinnamon to the charmingly sprinkled strawberry version. 

Over the years, the Kellogg (K) pastry treat added a few flavors, such as s'mores and hot fudge sundae. Now it's rolling out two new varieties that its parent company hopes will entice baby boomers and wealthier consumers to return. 

The new flavors are peanut butter and frosted chocolate peanut butter, and they're the first peanut butter Pop-Tarts since Kellogg discontinued the peanut butter and jelly version in 1986, according to

While nutritionists wouldn't consider either new product a healthful breakfast, the effort is geared to appeal to nostalgic Gen Xers and boomers who like the idea of getting some protein with breakfast, one of Kellogg chief executive John Bryant's goals, the Christian Science Monitor reports.

That's because higher-income consumers are cutting back on breakfast foods, while kids and the less wealthy are still buying. "The real issue there is innovation," Bryant said on a conference call, according to the Monitor.

And that led Kellogg to peanut butter Pop-Tarts. 

It's also probably no coincidence that Kellogg last year bought Pringles chips, one of the innovators of new potato chip flavors. No longer content with plain and sour cream, Pringles now offers cheeseburger and loaded baked potato flavors.

According to Kellogg, peanut butter was the top requested flavor from Pop-Tarts fans. 

Follow Aimee Picchi on Twitter at @aimeepicchi

More on moneyNOW

Tags: FoodK
May 15, 2013 4:19PM

Lets see, I've/we've been eating peanut butter on morning toast for 45+ years...

Wonder where they got this idea ?? hmmmm.


The old guys got me started when we stopped or met for coffee breaks.

May 16, 2013 4:04AM
really? not eating breakfast items??

because we eat real food not overly processed chemicals. the generic tootie fuities are made better than froot loops.

i find a fresh banana, granola bar from whole foods (quaker has chemicals and SORBITAL) peanut butter toast, low fat turkey sausage is very good or raisins. take some daily vitamins. do quite well.

fwiw there are more natural toaster pastries which are cheaper too.

more affluent know how much wasted money is on these processed foods. they (we) also dont eat at mcdonalds or its counterparts. they (we) prefer actual food. not chemicals.

these companies spend money every year to research how to make the food more inexpensive to make. aka use more chemicals. this pop-tart is no different. the name of protein??? seriously? with high fat peanut butter? trader joes has a delicious creamy defatted peanut butter btw. more affluent are affluent because they arent as ignorant as this article trys to say. trust me, they (we) know its just regular "food" that is of no use.

May 16, 2013 6:44AM
Innovation?  Ha ha... that's  a laugh. Right "peanut butter " and "chocolate peanut butter" are 100% totally new flavors no one in the world has ever tasted or even though up before! 

How hard is it to slap some peanut butter ona poptart or some chocolate? 

I can do this at home without much "innovation" at all!  

May 16, 2013 12:51PM
I think I'll just spread peanut butter on a graham cracker and sandwich another graham cracker on top. It tastes almost like a Nutter Butter.
May 16, 2013 4:55PM
If you want to spike your sales, Kellog's, then make Nutella filled PoP tarts.
May 16, 2013 12:46PM
yuck...poptarts taste like sugar glazed cardboard!
May 15, 2013 4:34PM
I my state some people use their food card to bail yourself out of jail
May 15, 2013 3:29PM
I was at the local liquor store,they had a sign declaring their SNAP machine wasn't working.Maybe I'm the one who doesn't get it
May 16, 2013 10:07AM
Blueberry pop tarts with peanut butter smeared on them! Now that's heaven to me. Perhaps wouldn't it be better to encourage people to create their own toppings. I have also discovered that not every grocery store carries every flavor of pop tarts. Many if not all of Kellogg's special and seasonal pop tarts are not available in my area.
May 16, 2013 6:58PM
All you need is a jar of peanut butter and a spoon!  There you go....instant protein without the preservatives and packaging....
May 15, 2013 9:03PM
More processed food that adds unneeded calories, sugar, salt, and fat to the American diet.  It also dramatically increases the percentage of childhood obesity, and further strains our healthcare system and its resources.  EAT A FRICKIN APPLE.  Kellogg, General Mills, Post, and all those other companies want your MONEY---they couldn't care less about your HEALTH.  SAY NO to the big processed food companies.
May 15, 2013 4:53PM
"That's because higher-income consumers are cutting back on breakfast foods, while kids and the less wealthy are still buying" ... I'm 'considered' higher income and I purchase these stupid pop tarts for my son and husband because it *adds* to the breakfast, yes adds. We have breakfast. And frankly, we haven't cut back because that's basically the only meal we have time for together!!

How the hell do you tell who is rich, who is poor by what they buy?? I've seen 'poor' people drive around in Cadillacs and with that, I've seen them not able to afford the gas to put in it!! I've seen fancier motorcycles, RV's and cars bought by those that sell drugs, who don't have an 'actual legal job', than what I have in my own drive way, from the money I make legally.  (and how do I know that they don't have an actual job and sell drugs? THEY BRAG ABOUT IT)

any damn way
Kellogg take your damn blinders off - you're making your customers sound like fat **** douche bags and MOST of us Are Not.
May 15, 2013 4:03PM
Interesting that the rich tell the middle class to punish the poor . . . and you all accept this.

Shame on you all.

Food is necessary for all human beings.  Billions upon billion in entitlements through tax breaks is NOT needed for the rich and corporations to survive.

I cannot believe that you feed into and believe the rubbish that the rich are spoon-feeding you.

It is obvious that cutting out food stamps would not impact your next meal.

If you want to cut 'waste and fraud' . . . cut out the hundreds of billions of dollars of entitlements that the rich then invest overseas!  10% of those ill-gotten gains would feed the world.

May 15, 2013 6:58PM
I don't eat gelatin, so I won't be eating these Pop Tarts.  Gelatin is gross.  I buy vegetarian toaster pastries once in awhile.  
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