Kellogg Canada’s new low-fat Pop Tarts are hitting store shelves now in answer to an older and wider consumer aching for a light breakfast treat.
Joanne Parsonage, manager, product publicity for Montreal-based Kellogg, says many of today’s adults grew up with the 30-year-old Pop Tart brand.
But, now, adults might shy away from the sweet pastries in hopes of trimming waists and thighs.
The new low-fat Pop Tarts are targeted to adults who are looking for a lighter alternative.
‘We wanted to increase sales in a market that had the potential for adults to turn to other products,’ Parsonage says.
She says children will likely consume low-fat Pop Tarts as well.
Parsonage says adults concerned about fat content in their diets will show the same concern for their children’s diets.
The low-fat Pop Tarts come in three flavors: Frosted Strawberry, Frosted Chocolate Fudge and Blueberry and contain less than three grams of fat per serving.
Parsonage says regular Pop Tarts contain five to six grams of fat per serving, which is still less fat than two pieces of toast with butter.
Until the new product has achieved full distribution, no ad campaign will be planned by agency-of-record Leo Burnett in Toronto.
In-store displays, created in-house, are supporting the new product.