Pop-Tarts® Dials Up the Crazy Good Drama as Three Edible Mascots Compete to be Eaten at the 2024 Pop-Tarts Bowl

Core Insights - The 2024 Pop-Tarts Bowl will feature three new Edible Mascots competing for the title of the game-winning snack, enhancing the event's entertainment value [1][2][4] - The new mascots include Frosted Wild Berry, Frosted Hot Fudge Sundae, and a Mystery Flavor that is a fan-favorite returning from the past [3] - The event will take place on December 28, 2024, at Camping World Stadium in Orlando, and will be broadcast live on ABC [6][8] Company and Brand Strategy - Kellanova, the parent company of Pop-Tarts, aims to leverage the popularity of the Edible Mascot campaign, which previously gained significant attention and accolades, including the Cannes Lions Grand Prix [5][8] - The company is committed to creating engaging and shareable moments for fans, indicating a focus on brand activation and consumer engagement [5] - Limited-edition Pop-Tarts Printed Fun Mascot Packs are being sold to commemorate the event, showcasing the brand's strategy to capitalize on nostalgia and fan engagement [5] Market Position and Performance - Kellanova reported net sales of $13 billion for 2023, indicating a strong market presence in the snacking and food industry [9] - The Pop-Tarts Bowl has become a significant cultural event, with the first edition generating substantial online engagement and becoming a meme sensation [5][8] - Florida Citrus Sports, the event management organization, collaborates with Kellanova to enhance the quality of life in Central Florida through events like the Pop-Tarts Bowl [11]