By Allison Watkinson
TLL Reporter
Kellanova is continuing its licensing partnership with the Golden West Food Group (GWFG) for a new Pop-Tarts ice cream collection.
“We’re incredibly proud of our continued collaboration with Golden West Food Group,” said Kellanova senior director, David Lee. “These new launches are a fun and flavorful celebration of our brands, and they bring the same joy and familiarity consumers love, in imaginative new forms. It’s always exciting to see how our brand DNA is brought to life through bold, unexpected innovation.”
Inspired by the flavors and textures of Pop-Tarts toaster pastries, the licensed collection is serving up a range of three ice cream sandwich varieties, as well as three ice cream pint offerings.
The ice cream sandwiches will include flavors based on Frosted Brown Sugar Cinnamon, Frosted Strawberry and Frosted Chocolate Fudge Pop-Tarts.
Designed to emulate the look of the original Pop-Tarts pastries, the sandwich treats feature creamy ice cream that is layered between two pastry-style ends.
Featuring high-quality ice cream layered with flavor swirls and pastry-style pieces, the three ice-cream pints are based on the brands’ Frosted Strawberry, Frosted S’mores and Frosted Brown Sugar Cinnamon toaster pastries.
“It’s been an exciting journey to expand our partnership with Kellanova,” said GWFG president, Josh Solovy. “We’re always looking for ways to deliver products that surprise and delight, and these launches do just that. By harnessing the power of such well-loved brands, we’re continuing to push the boundaries of what’s possible in frozen treats.”
This new collaboration follows the two companies previous launch of licensed ice cream for Kellanova’s Rice Krispies Treats and Eggo brands this past January.
The new Pop-Tarts frozen treat line-up will be available beginning in May 2025 at Walmart, followed by the release of the ice cream pints later this summer through select retailers.
The partnership with GWFG was facilitated by the Beanstalk licensing agency, as Kellanova’s exclusive global representative for the food and beverage category.
“Pop-Tarts is a brand built on delicious flavors and playful spirit—and this frozen debut captures that energy perfectly,” said Beanstalk SVP, Frances Alvarez. “Golden West Food Group has once again brought the brand’s vision to life with irresistible products that stay true to what fans love most. With Kellanova, we’re thrilled to turn an iconic toaster pastry into a cool, crave-worthy treat for a whole new aisle.”
Initially founded in 1992, Beanstalk is a global licensing agency that works with brand owners, manufacturers and retailers to create comprehensive consumer product programs, experiential activations and more.
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