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Pop-Tarts' new flavors: Will they woo adults?

Pop-Tarts' new flavors may be part of the Kellogg corporation's efforts to win back adults, who have drifted away from the breakfast market, by piling on the nutrition.

By Candice ChoiAP Food Industry Writer / May 14, 2013

The two new Pop-Tarts flavors may be part of Kellogg's efforts to woo back upper-income adults, who have drifted away from breakfast cereals.

Kellogg Company / PRNewsFoto / AP

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NEW YORK

Kellogg announced Tuesday that they're introducing two new flavors of Pop-Tarts, both marketed as "Gone Nutty!" One new Pop-Tarts flavor has chocolate frosting and the other has sugar crystals, but both new Pop-Tarts flavors are filled with peanut butter (or, at least, "a filling made with real peanut butter").

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This could be part of Kellogg's new strategy to get adults to eat more breakfast foods: pile on the nutrients.

The Battle Creek, Mich.-based company says it's introducing Raisin Bran with omega-3 and a multigrain version of Special K later this month as it works to boost struggling cereal sales in North America.

Such offerings are intended to appeal specifically to higher-income people and baby boomers, CEO John Bryant said in a conference call with analysts.

Overall cereal sales have lagged in the U.S. for years as Americans increasingly reach for foods that are easier to eat on the go. But Bryant noted that the category is very fragmented and that particular groups are dragging down results.

For example, he said that kids and lower-income adults are still spooning up plenty of cereal. It's the higher-income adults who are cutting back.

"I don't think they're really that price sensitive. The real issue there is innovation," Bryant said, noting that products need to more nutrition-oriented.

Notably, Bryant said Special K has helped cereal sales among adults. The brand has been a strong performer with Kellogg rolling out a variety of product extensions including bars, shakes, crackers, chips and flatbread breakfast sandwiches.

Kellogg Co. is also trying redefine its cereal category. This year, the company is rolling out a "Breakfast To Go" dairy drink intended to be sold almost as a liquid cereal.

General Mills Inc., which also makes cereals including Cheerios and Lucky Charms, is introducing a similar product called "BFast" that promises the nutrition of a bowl of cereal and milk.

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