KRISPY KREME® Partners with Pop-Tarts® for Crazy Good Kickoff to New Year

Rhea-AI Summary

Krispy Kreme (DNUT) has announced its first-ever partnership with Pop-Tarts, launching the Krispy Kreme x Pop-Tarts® Crazy Good Doughnuts Collection starting January 6. The -time collaboration features three new doughnut varieties combining popular Pop-Tarts flavors:

- Pop-Tarts® Frosted Strawberry Doughnut: unglazed shell with strawberry filling, shortbread icing, and toppings
- Pop-Tarts® Frosted Chocolatey Fudge Doughnut: Original Glazed® with chocolate icing and brownie batter buttercreme
- Pop-Tarts® Frosted Brown Sugar Cinnamon Doughnut: cinnamon sugar doughnut with brown sugar cinnamon cream cheese buttercreme

The collection is available in-shop, for pickup, delivery, and through select retailers in 6-pack boxes.

Positive

• Strategic brand partnership with Pop-Tarts expanding product portfolio
• Multi-channel distribution strategy including retail partnerships
• New product launch targeting cross-brand consumer base

Negative

• -time offering may restrict long-term revenue potential
• Heavy reliance on promotional collaborations for growth

Insights

Market Research Analyst

This collaboration between Krispy Kreme and Pop-Tarts represents a strategic product innovation play, though its market impact will likely be modest. -time offerings (LTOs) typically generate short-term buzz but rarely move the needle significantly for a company of DNUT's size. While the partnership leverages two strong brands with natural synergies in the indulgence category, historical data shows such collaborations typically drive only a 2-3% temporary lift in same-store sales.

The timing is strategic - launching in January when traditional new year health resolutions typically dampen doughnut sales. The premium positioning of these specialty items should command higher margins than standard offerings, potentially providing a small boost to Q1 2025 revenues. However, given DNUT's $1.64B market cap, even a successful LTO campaign would likely contribute less than $10M in incremental revenue.

The real value lies in the marketing benefits and customer acquisition potential, as Pop-Tarts' younger demographic could help DNUT expand its customer base. But without significant marketing investment details or distribution expansion plans, this remains primarily a tactical rather than strategic initiative.

Krispy Kreme pairs popular Pop-Tarts flavors with delicious doughnuts in first-ever collaboration, available for a limited time beginning January 6

CHARLOTTE, N.C.--(BUSINESS WIRE)-- How’s this for a Crazy Good start to the new year?! Krispy Kreme® today announced its first-ever partnership with Pop-Tarts^®, unveiling the Krispy Kreme x Pop-Tarts^® Crazy Good Doughnuts Collection.

Krispy Kreme pairs popular Pop-Tarts flavors with delicious doughnuts in first-ever collaboration, available for a limited time beginning January 6 (Photo: Business Wire)

Beginning today for a limited time at participating shops, Krispy Kreme is poppin’ off the new year with three insanely tasty new doughnuts:

• Pop-Tarts^® Frosted Strawberry Doughnut: an unglazed shell doughnut filled with strawberry filling, dipped in shortbread icing, and topped with shortbread pieces, sugar sprinkles, strawberry filling drizzle and a Frosted Strawberry Pop-Tarts® Bites piece.
• Pop-Tarts^® Frosted Chocolatey Fudge Doughnut: an Original Glazed® Doughnut dipped in chocolate icing and topped with brownie batter flavored buttercreme, crushed Frosted Chocolatey Fudge Pop-Tarts® Bites and white nonpareils.
• Pop-Tarts^® Frosted Brown Sugar Cinnamon Doughnut: a cinnamon sugar doughnut topped with brown sugar cinnamon cream cheese flavored buttercreme and a Frosted Cinnamon Roll Pop-Tarts® Bites piece.

“Krispy Kreme and Pop-Tarts are coming together for the very first time – you know the result will be Crazy Good,” said Dave Skena, Krispy Kreme Chief Growth Officer. “Krispy Kreme and Pop-Tarts fans will love kicking off the year with this delicious collaboration!”

"Pop-Tarts aren't just for the toaster – they can infuse culinary creativity to delight consumers," said Jessica Waller, General Manager, Kellanova Away From Home. "Krispy Kreme has done an incredible job bringing this opportunity to life, combining their iconic doughnuts with the beloved flavors of Pop-Tarts to create a truly one-of-a-kind experience for fans of both brands. We’re proud of this partnership to bring Crazy Good to doughnuts and doughnut lovers in unexpected ways.”

The Krispy Kreme x Pop-Tarts^® Crazy Good Doughnuts Collection is available in-shop and for pickup or delivery via Krispy Kreme’s app and website, individually and by the dozen. You can also enjoy the doughnuts in a Krispy Kreme 6-pack box delivered fresh daily to select retailers. Visit krispykreme.com/locate/location-search#grocery to find a shop or retailer near you.

Share how you’re enjoying and sharing Krispy Kreme x Pop-Tarts^® Crazy Good Doughnuts by using #KrispyKreme and tagging @krispykreme on social media. Learn more about the limited time offer by visiting krispykreme.com/promos/poptarts.

About Krispy Kreme

Headquartered in Charlotte, N.C., Krispy Kreme is one of the most beloved and well-known sweet treat brands in the world. Our iconic Original Glazed® doughnut is universally recognized for its hot-off-the-line, melt-in-your-mouth experience. Krispy Kreme operates in 40 countries through its unique network of fresh doughnut shops, partnerships with leading retailers, and a rapidly growing digital business with more than 15,500 fresh points of access. Our purpose of touching and enhancing lives through the joy that is Krispy Kreme guides how we operate every day and is reflected in the love we have for our people, our communities, and the planet. Connect with Krispy Kreme Doughnuts at www.krispykreme.com and follow us on social: X, Instagram and Facebook.

About Kellanova

Kellanova (NYSE: K) is a leader in global snacking, international cereal and noodles, and North America frozen foods with a legacy stretching back more than 100 years. Powered by differentiated brands including Pringles®, Cheez-It®, Pop-Tarts®, Kellogg's Rice Krispies Treats®, RXBAR®, Eggo®, MorningStar Farms®, Special K®, Coco Pops®, and more, Kellanova’s vision is to become the world’s best-performing snacks-led powerhouse, unleashing the full potential of our differentiated brands and our passionate people. Our net sales for 2023 were $13 billion.

At Kellanova, our purpose is to create better days and ensure everyone has a seat at the table through our trusted food brands. We are committed to promoting sustainable and equitable food access by tackling the crossroads of hunger, sustainability, wellbeing, and equity, diversity & inclusion. Our goal is to create Better Days for 4 billion people by the end of 2030 (from a 2015 baseline). For more detailed information about our commitments, our approach to achieving these goals, and methodology, please visit our website at https://www.kellanova.com.

Kellanova Away From Home is a division of Kellanova focused on helping commercial and noncommercial operators offer consumers the same great Kellanova brands everywhere they go. Visit www.kellanovaawayfromhome.com for more information.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250106899337/en/

Liv Rockett

Liv.Rockett@fleishman.com

Source: Krispy Kreme

FAQ

When will Krispy Kreme's Pop-Tarts collaboration (DNUT) be available?

The Krispy Kreme x Pop-Tarts collection will be available starting January 6 at participating locations.

What are the flavors in DNUT's Pop-Tarts doughnut collection?

The collection features three flavors: Frosted Strawberry, Frosted Chocolatey Fudge, and Frosted Brown Sugar Cinnamon.

Where can I buy Krispy Kreme's Pop-Tarts doughnuts (DNUT)?

The doughnuts are available in Krispy Kreme shops, through their app and website for pickup or delivery, and in 6-pack boxes at select retailers.

How long will DNUT's Pop-Tarts doughnut collection be available?

The collection is available for a time only, though the specific end date has not been announced.