Pop-Tarts have been a popular breakfast snack for decades. Known for their frosted pastry shells and sweet fillings, they’re a staple in many American homes. But many wonder: who owns Pop-Tarts?
In this article, we explore the history, ownership, and the company behind this iconic product.
History of Pop-Tarts
Pop-Tarts were introduced in 1964 by the Kellogg Company. The idea came after Post, a competitor, announced its own toaster pastries. Kellogg quickly developed and launched its version. It was initially unfrosted and came in four flavors. Over time, new flavors and frosted varieties were added. Pop-Tarts became one of Kellogg’s best-selling products.
The brand has continued to grow, with seasonal flavors, partnerships, and even merchandise. What started as a simple convenience food has turned into a major business segment.
Who Owns Pop-Tarts in 2025: Ownership Insights
Pop-Tarts is currently owned by Kellanova, a global snacking company that emerged from the restructuring of the Kellogg Company in 2023. This ownership transition is part of a broader corporate strategy to separate cereal and snack operations for better business focus and shareholder value.
Parent Company: Kellanova
Kellanova became the official parent company of Pop-Tarts following a corporate spin-off in October 2023. Before this change, Pop-Tarts were part of the Kellogg Company, which had managed the brand since its creation in 1964.
The Kellogg Company split into two independent, publicly traded entities:
- WK Kellogg Co – Took over the North American cereal brands, including Corn Flakes, Frosted Flakes, and Raisin Bran.
- Kellanova – Became the parent company of global snack brands, including Pop-Tarts, Pringles, Cheez-It, and Eggo.
Pop-Tarts, being part of the snacks division, became a core brand under Kellanova’s ownership.
The idea behind the split was to allow each business to operate more efficiently and target its specific market. Snacks, which offer faster growth, would benefit from dedicated investment, while cereals—slower-growing but reliable—would focus on North American operations.
Here’s how the transition occurred:
- Announced: In June 2022
- Finalized: October 2, 2023
- Result: Kellanova listed on the NYSE under the ticker K; WK Kellogg Co under KLG
Pop-Tarts officially moved under the ownership of Kellanova on that date.
Legal and Operational Ownership
Kellanova holds all intellectual property rights, including the Pop-Tarts trademark, product formulations, and packaging designs. It is responsible for all product development, marketing, and global distribution of Pop-Tarts.
Manufacturing continues to take place in the U.S. in facilities previously operated by the Kellogg Company, now under Kellanova’s management. These include plants in Michigan, Georgia, and Tennessee, where Pop-Tarts are produced.
Stock Market and Shareholder Impact
Since Kellanova is a publicly traded company, its ownership is divided among institutional investors, mutual funds, and individual shareholders. Major stakeholders include:
These firms hold voting power through shares but do not interfere with daily operations. The leadership team, headed by CEO Steve Cahillane, manages corporate and brand strategies.
Other Relevant Details
- Brand Valuation: While Kellanova does not report the individual valuation of Pop-Tarts, it is estimated to contribute close to $1 billion annually to company revenues.
- Global Distribution: Though Pop-Tarts originated in the U.S., they are now sold in select international markets, including Canada, the UK, and Australia.
- Product Extensions: Kellanova has expanded the Pop-Tarts brand with products like Bites, Crisps, and seasonal editions, all under its direct control.
- Marketing and Licensing: All advertising, licensing, and brand collaborations are managed by Kellanova’s internal teams or through strategic agency partnerships.
Who is the CEO of Pop-Tarts?
As of May 2025, Steve Cahillane serves as the Chairman and CEO of Kellanova, the parent company of Pop-Tarts. He has held this position since October 2017, when he joined the then Kellogg Company, and became Chairman in March 2018.
Leadership Background
Steve Cahillane brings over two decades of experience in the consumer food and beverage industry. Prior to his tenure at Kellogg/Kellanova, he was the President and CEO of The Nature’s Bounty Co., a health and wellness company. Before that, he held various senior leadership roles at The Coca-Cola Company, including President of Coca-Cola Americas, and at AB InBev, where he served as Chief Commercial Officer.
Strategic Vision and Achievements
Under Cahillane’s leadership, Kellanova underwent a significant transformation. In 2023, he orchestrated the split of the Kellogg Company into two entities: WK Kellogg Co, focusing on cereals, and Kellanova, concentrating on global snacking brands like Pop-Tarts, Pringles, and Cheez-It.
Cahillane emphasized innovation and growth, leading to increased brand-building and merchandising efforts. For instance, in 2024, Kellanova reported strong growth and raised its brand-building spend, with a focus on innovation and expanding its product portfolio.
Transition Following Acquisition
In August 2024, it was announced that Mars, Incorporated would acquire Kellanova for nearly $36 billion. The deal is expected to close by mid-2025. Upon completion, Kellanova will become part of Mars Snacking, led by Global President Andrew Clarke. Steve Cahillane has stated that he will be leaving the combined company once the deal closes.
Compensation and Tenure
In 2024, Cahillane’s total compensation was reported at $14.9 million, reflecting his significant role in steering Kellanova’s diverse product portfolio and global operations.
His tenure at Kellanova spans over seven years, during which he has been instrumental in transforming the company into a focused, growth-oriented, and profitable snacks-led business.
Annual Revenue and Net Worth of Pop-Tarts
As of 2025, Kellanova—the parent company of Pop-Tarts—reported annual revenue of $13.15 billion, reflecting a 3.15% increase from the previous year. This growth underscores the company’s resilience and strategic focus on its core snack brands, including Pop-Tarts, Pringles, and Cheez-It.
In 2022, Pop-Tarts generated approximately $978 million in U.S. sales. By October 2023, sales had already reached $985 million, indicating a strong upward trajectory. While exact figures for 2025 are not publicly disclosed, the brand’s consistent growth suggests that it has likely surpassed the $1 billion mark in annual revenue.
In terms of financial standing, Kellanova’s market capitalization reached approximately $28.64 billion as of May 6, 2025. This valuation represents a significant increase from the previous year, highlighting investor confidence in the company’s performance and strategic direction.
The company’s robust financial health and consistent revenue growth have made it an attractive acquisition target. In August 2024, Mars Inc. announced its intention to acquire Kellanova for nearly $36 billion, offering $83.50 per share—a 33% premium over Kellanova’s closing price at that time. This acquisition, expected to finalize in the first half of 2025, aims to bolster Mars’ snack portfolio and expand its global market presence.
Below is an overview of the revenue and net worth of Pop-Tarts for the last 10 years:
| Year | Estimated Revenue (USD) | Estimated Brand Valuation (USD) | Notes |
|---|---|---|---|
| 2015 | $800 million | $1.6 billion | Consistent growth in the toaster pastry market. |
| 2016 | $820 million | $1.65 billion | Introduction of new flavors boosted sales. |
| 2017 | $840 million | $1.7 billion | Expansion into international markets. |
| 2018 | $860 million | $1.75 billion | Marketing campaigns targeted at younger demographics. |
| 2019 | $880 million | $1.8 billion | Launch of Pop-Tarts Bites contributed to revenue. |
| 2020 | $900 million | $1.85 billion | Stable performance despite global economic challenges. |
| 2021 | $920 million | $1.9 billion | Increased at-home consumption during the pandemic. |
| 2022 | $978 million | $2.0 billion | Reported U.S. sales figure. |
| 2023 | $985 million | $2.05 billion | Sales on track to surpass previous year. |
| 2024 | $1.02 billion | $2.1 billion | Achieved milestone of becoming a billion-dollar brand. |
| 2025 | $1.05 billion (est.) | $2.2 billion (est.) | Continued growth driven by product innovation and marketing. |
Brands Owned by Pop-Tarts
Below is an overview of the major brands owned by Pop-Tarts as of 2025:
| Variant | Description | Texture/Format | Popular Flavors | Target Audience |
|---|---|---|---|---|
| Traditional Pop-Tarts | Original toaster pastries with filling and optional frosting | Thick pastry, toaster-ready | Strawberry, Brown Sugar Cinnamon, S’mores | General consumers, families |
| Pop-Tarts Bites | Mini, bite-sized Pop-Tarts in pouches for snacking on the go | Soft, no toasting needed | Frosted Strawberry, Brown Sugar Cinnamon | Kids, lunchboxes, snackers |
| Pop-Tarts Crisps | Thin, crispy pastries with sweet filling and icing drizzle | Light and crunchy | Strawberrylicious, Brown Sugar Cinnamon | Teens, health-conscious snackers |
| Pop-Tarts Pretzel | Combines salty pretzel crust with sweet filling | Slightly salty, chewy crust | Chocolate, Cinnamon Sugar | Adults seeking sweet-savory combinations |
| Seasonal & Limited Editions | Rotating lineup tied to holidays, seasons, and special promotions | Varies by release | Pumpkin Pie, Sugar Cookie, Confetti Cupcake | Fans, collectors, novelty-seekers |
Traditional Pop-Tarts
Traditional Pop-Tarts are the original and most iconic version of the brand. They come in two main forms: frosted and unfrosted. These toaster pastries are rectangular, with a filling inside and often a sugary frosting on top. Common flavors include Strawberry, Brown Sugar Cinnamon, Blueberry, and S’mores. Pop-Tarts are typically sold in packs of two, and while they’re designed to be toasted, they can also be eaten straight from the package. Over the decades, these traditional versions have remained the backbone of the Pop-Tarts product line.
Pop-Tarts Bites
Pop-Tarts Bites were introduced to cater to the demand for on-the-go snacking. These bite-sized pastries offer the same sweet filling and pastry crust as the traditional version but in a mini format. They come in resealable pouches, making them convenient for lunchboxes or quick snacks. Popular flavors include Frosted Strawberry and Frosted Brown Sugar Cinnamon. The texture is slightly softer than traditional Pop-Tarts, and they are not intended for toasting.
Pop-Tarts Crisps
Pop-Tarts Crisps are a thinner, lighter variation of the classic pastry. They are baked for a crispy, wafer-like texture and come in two crisps per pack. Each crisp is filled with a sweet center and lightly drizzled with icing. Flavors like Strawberrylicious and Brown Sugar Cinnamon offer a familiar taste in a new form. Pop-Tarts Crisps are designed for those who want a less dense and more snackable treat without the need for heating.
Pop-Tarts Pretzel
Pop-Tarts Pretzel is one of the brand’s more innovative twists. These feature a pretzel-like crust that is slightly salty, paired with traditional sweet fillings. Introduced to blend sweet and savory flavors, this variant appeals to more mature palates and people looking for something different. Popular options include Cinnamon Sugar Pretzel and Chocolate Pretzel. The combination of salty pastry and sweet filling provides a unique taste experience unlike the original Pop-Tarts.
Limited-Edition & Seasonal Flavors
Pop-Tarts frequently releases limited-edition and seasonal flavors to keep the brand fresh and exciting. These special releases often tie into holidays, pop culture events, or seasonal ingredients. Examples include Pumpkin Pie, Red, White & Blueberry, Sugar Cookie, and even Frosted Confetti Cupcake. These limited-time offerings are popular with collectors and fans who enjoy trying rare or nostalgic flavors. They also help drive buzz and engagement across social media and retail promotions.
Conclusion
Pop-Tarts are currently owned by Kellanova, a company formed from the 2023 split of Kellogg. The brand remains one of the most successful toaster pastries in the world. With strong institutional shareholders, experienced leadership, and a broad portfolio, Pop-Tarts continues to be a key product in Kellanova’s strategy.
FAQs
Are Pop-Tarts from Kellogg’s or Post?
Pop-Tarts were originally created and are still owned by Kellogg’s (now under Kellanova after the 2023 spin-off). They have never been a product of Post Consumer Brands. So, Pop-Tarts are Kellogg’s product.
Why did Kellogg’s remove their logo from Pop-Tarts?
After the spin-off of its snacks division into a separate company named Kellanova in October 2023, the Pop-Tarts packaging began to display the Kellanova branding instead of Kellogg’s. This change reflects the new corporate structure and ownership.
Who invented Pop-Tarts?
Pop-Tarts were invented by the food scientist Bill Post at Kellogg’s in the early 1960s. The product was officially launched in 1964 after overcoming initial concerns about filling leakage during heating.
Are Pop-Tarts halal?
Most Pop-Tarts varieties are not certified halal. However, availability of halal-certified options depends on the region and specific flavor. Consumers should check packaging or official statements for halal certification if it is important.
Did Post steal Pop-Tarts from Kellogg?
No. This is a common misconception. Post Consumer Brands did not steal Pop-Tarts from Kellogg’s. Pop-Tarts have always been a Kellogg’s product. The two companies are separate competitors.
Did Post really make a Pop-Tart?
No. Post has never produced Pop-Tarts. Pop-Tarts is a Kellogg’s brand exclusively.
What is the movie about Post vs Kellogg’s?
There is no official widely known movie specifically about Post vs. Kellogg’s or about Pop-Tarts. If you are referring to a documentary or dramatization, it may be unofficial or speculative content about the competition between major cereal companies.
Who is Pop-Tarts competitor?
Pop-Tarts competes with other toaster pastries and snack brands such as Little Debbie’s Toaster Strudels, Entenmann’s Toaster Pastries, and store brands offering similar products. Other indirect competitors include snack bars and breakfast pastries.
How much did Pop-Tarts cost in 1964?
When Pop-Tarts were first introduced in 1964, the price was around 25 to 30 cents per box (two pastries per box). Adjusted for inflation, that would be roughly $2 to $3 in today’s dollars.
What was the first Pop-Tart flavor?
The first four flavors introduced in 1964 were Strawberry, Blueberry, Brown Sugar Cinnamon, and Apple Currant. Strawberry remains the most popular and iconic flavor.
Who manufactures Pop-Tarts?
Pop-Tarts are manufactured by Kellanova, the independent company spun off from Kellogg’s in 2023, which now owns the brand and manages its production and distribution. Before 2023, Pop-Tarts were manufactured by Kellogg Company.
Who owns Pop-Tarts in 2025?
Pop-Tarts are owned by Kellanova, a company that emerged from the Kellogg Company’s reorganization in 2023.
Is Pop-Tarts still part of Kellogg’s?
No. After the 2023 split, Pop-Tarts became part of Kellanova, which focuses on global snacks.
Are Pop-Tarts privately owned?
No. Pop-Tarts are owned by a public company. Kellanova is listed on the New York Stock Exchange.