Pop-Tarts' New Collab Challenges Fans To Spice Things Up

When breakfast time rolls around, many people probably reach for Pop-Tarts. A Frosted Cherry toaster pastry with a hot cuppa joe is arguably what Kurt Vonnegut meant when he wrote "Breakfast of Champions." But, the brand hasn't shied away from more unconventional flavors. In 2016, Pop-Tarts joined forces with Dunkin' for two coffee-inspired flavors: Frosted Vanilla Latte and Frosted Chocolate Mocha. And, who could forget 2019, when Kellogg's Pop-Tarts came out with a flavor taken from one of Kellogg's most well-known cereals: Froot Loops (via Instagram)? There are even Pop-Tarts that taste like Eggo Waffles.

Earlier this week, Pop-Tarts announced its latest collaboration, which might surprise fans. This time, the breakfast pastry brand is joining forces with its first spicy partner: Tajín. Heidi Ray, Senior Director of Marketing at Portable Wholesome Snacks, says Pop-Tarts aims to "challenge conventions and defy expectations, and ... inspire our fans" via a press release. Indeed, the chili powder collab certainly "challenges conventions" more than a latte-flavored pastry. Here's what fans can expect.

Turning up the heat with Tajín

At first, Pop-Tarts and Tajín might seem like a confusing pairing. But, Tajín is currently the most popular fruit and vegetable seasoning in both the U.S. and Mexico and the market leader in chili powder, per the press release. It's a blend of mild chili peppers, sea salt, and dehydrated lime. That's why Javier Leyva, Director of Tajín U.S.A., says the seasoning is a perfect complement to Pop-Tarts' fruity center. Although, when it comes to adding a little spice to, say, a non-fruity Frosted Chocolate Fudge Pop-Tart, spicy chocolate can be just as big of a crowd-pleaser. As we speak, Baskin-Robbins' October flavor of the month is Spicy 'N Spooky, an unexpected swirl of chocolate and ghost peppers, sprinkled with spicy blood orange flakes. It seems that foodies are digging the spicy-sweet combo this season.

The limited-edition kit comes packed with Tajín's trademark Clásico Seasoning and an all-new Fruity Chamoy Hot Sauce, which accompany classic Pop-Tart flavors Frosted Strawberry, Frosted Wild Berry, and Peach Cobbler. For inspiration, the kit also contains a list of detailed flavor descriptions and suggested pairings. The whole thing runs for only $10. Be warned, though. This "limited-edition" kit is ridiculously limited – as in, it drops on October 25 and ends at noon on October 27. Within this wicked small window, the kit will be on offer through Pop-Tarts' Instagram store or Kellogg's website while supplies last.