The Pop-Tarts mascots are about to die again—from trying too hard

In 2023, Pop-Tarts changed the world of brand mascots forever when it sacrificed the life of a Strawberry Pop-Tart and fed its remains to the Kansas State football team as a reward for winning the Pop-Tarts Bowl game. The weirdly macabre stunt got 4 billion media impressions, and in the eight weeks following the game, parent company Kellanova sold 21 million more Pop-Tarts than in the eight weeks before the game. 

Riding on that success, the brand upped its ambitions and brought three flavors to the Pop-Tarts Bowl last year, letting the winning team’s MVP choose which one was toasted and eaten (Iowa State’s quarterback, Rocco Becht, picked Frosted Cinnamon Roll). Now Pop-Tarts has announced that it’s dramatically expanding its “edible mascot” lineup for the next big game, scheduled to be played in Orlando’s Camping World Stadium on December 27th.

Six edible Pop-Tarts mascots—three on Team Sprinkles and three on Team Swirls—will be up for mass consumption, with fans voting ahead