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Pop-Tarts’ Y2K Throwback
Photo courtesy of Kellogg Co.
Pop-Tarts is the latest brand to hop on Y2K trends enjoying their time in the spotlight with the return of the nostalgic Frosted Grape Pop-Tart. This breakfast toaster pastry variety made a permanent return to grocery shelves after some social media buzz from fans and as an ode to the era, according to Heidi Ray, senior director of marketing of portable wholesome snacks at Kellogg’s. “At Pop-Tarts, we know what our fans want,” Ray said. “Frosted Grape has been among the top flavors fans have been asking us to bring back.” This is Pop Tarts’ second flavor announcement of the year following
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the rollout of Snickerdoodle Pop-Tarts, complete with a cinnamon-flavored filling and cinnamon-sugar topping. This product served as a complement to the brand’s cookie lineup, which includes Frosted Chocolate Chip and Cookies and Crème flavors. The Frosted Grape Pop-Tarts flavor stays true to its roots with the same grape jelly-flavored filling, white icing and purple crunchlets the product was known for in its initial launch. Each two-pastry serving is 380 calories and contains 4 grams of protein. To connect with consumers past and the present, Pop-Tarts c elebrated the flavor’s return with an Instagram
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contest inspired by the “bright, in-yourface” ‘90s purple looks. Using the hashtag #Y2GrapeEntry, the first 50 consumers to share a “frosted” purple hair look won a year’s supply of Frosted Grape Pop-Tarts and time capsule of nostalgic goodies to complement the hairstyle. In addition to the Instagram photo contest, a purple hair filter for Snapchat dropped in May as a continuation of enthusiasm surrounding the product. Frosted Grape Pop-Tarts come in the standard eight pastries per box and have a suggested retail price of $3.19. Following an April launch with Walmart, the pastries are now available nationwide. www.poptarts.com
