Who Makes Pop Tarts

Pop-Tarts are made by Kellanova, the American snack food company that was acquired by Mars, Incorporated in 2024 for approximately $36 billion, making Pop-Tarts a brand within the world’s largest privately held candy and confectionery conglomerate.

Pop-Tarts are known as the original toaster pastry, a breakfast and snack staple since 1964 available in dozens of flavors ranging from Frosted Strawberry to S’mores to Hot Fudge Sundae, and the subject of a 2023 Netflix movie about the unlikely battle over their creation.

Pop-Tarts are produced by Kellanova, formerly the snacking business of Kellogg Company. Pop-Tarts were introduced in 1964 and are the best-selling toaster pastry brand in the United States, generating over $1 billion in annual retail sales.

Knowing who makes Pop-Tarts helps buyers understand the ownership chain from Kellogg’s to Kellanova to Mars and what that consolidation means for a beloved American breakfast brand.

This article covers Pop-Tarts’ ownership history, where they are made, the Kellanova-Mars acquisition, the current flavor range, and how Pop-Tarts compare to competitors.

So let’s get started.

Who Makes Pop-Tarts?

Pop-Tarts are made by Kellanova, which was acquired by Mars, Incorporated in August 2024 for approximately $36 billion in one of the largest food and beverage acquisitions in history.

Kellanova was created in August 2023 when the Kellogg Company split into two independent companies. The snacking business, which included Pop-Tarts, Cheez-Its, Pringles, Rice Krispies Treats, and other brands, became Kellanova. The North American cereal business became WK Kellogg Co.

With the Mars acquisition completing in 2024, Pop-Tarts joined Mars’s portfolio alongside M&Ms, Snickers, Twix, Skittles, Starburst, Wrigley gum, and Uncle Ben’s rice. Mars, Incorporated is a privately held American company controlled by the Mars family and headquartered in McLean, Virginia.

When Were Pop-Tarts Invented?

Pop-Tarts were introduced in 1964 by Kellogg Company in Battle Creek, Michigan, initially in four unfrosted flavors: Strawberry, Blueberry, Brown Sugar Cinnamon, and Apple Currant.

The product was a direct response to Post Cereal’s Country Squares, a similar product Post had announced but not yet launched. Kellogg rushed Pop-Tarts to market first and Country Squares never achieved comparable success, cementing Pop-Tarts’ dominant position in the toaster pastry category from the beginning.

Frosted varieties were added in 1967 and became the dominant product format. The Pop-Tarts lineup has since expanded to dozens of flavors, including limited-edition and seasonal varieties that generate significant social media engagement and collector interest.

Where Are Pop-Tarts Made?

Pop-Tarts are manufactured primarily at Kellanova’s food production facility in Jackson, Tennessee, which is the brand’s primary production site in the United States.

Additional Pop-Tarts production takes place at other Kellanova facilities. The Jackson, Tennessee plant has been a major Pop-Tarts production site for decades and is one of the largest food manufacturing operations in the American South.

Pop-Tarts sold in international markets may be produced at different facilities to reduce shipping costs and serve regional demand. The current US flavor lineup is available at Pop-Tarts’ official website.

What Happened With Kellanova and Mars?

Mars, Incorporated announced the acquisition of Kellanova in August 2024 and the deal closed later that year for approximately $36 billion. The transaction was the largest acquisition in Mars’s history and one of the largest in the global food industry.

Mars pursued Kellanova primarily for its snacking portfolio, which included the globally distributed Pringles and Cheez-It brands alongside Pop-Tarts and other strong regional brands. The acquisition significantly extended Mars’s presence beyond candy and chocolate into salty snacks and breakfast items.

Kellanova operated independently for only about 14 months between its August 2023 spinoff from Kellogg and its August 2024 acquisition by Mars, one of the shortest independent existences of any major US consumer brand company.

Pop-Tarts vs Toaster Strudel vs Eggo Waffles: Who Makes Each?

All three are popular breakfast pastry or waffle products from different manufacturers. Pop-Tarts are now owned by Mars through Kellanova. Toaster Strudel is made by Pillsbury, a brand owned by General Mills, the American publicly traded consumer food company headquartered in Golden Valley, Minnesota. Eggo frozen waffles are also made by Kellogg Company (now WK Kellogg Co.), a remnant of the original Kellogg business that retained cereal and frozen breakfast after the Kellanova spinoff.

Pop-Tarts leads the toaster pastry segment by a dominant margin, with no competitor close to matching its market share. Toaster Strudel maintains a loyal following for its refrigerated-fresh positioning versus Pop-Tarts’ shelf-stable format.

Pop-Tarts and Eggo were siblings under the same Kellogg roof for decades before the 2023 split separated them into Kellanova (Pop-Tarts) and WK Kellogg Co. (Eggo), ending what had been a long shared corporate history.

Frequently Asked Questions About Who Makes Pop-Tarts

Is Pop-Tarts still made by Kellogg’s?

No. Pop-Tarts are no longer made by Kellogg’s. In 2023, Kellogg split into two companies: Kellanova (snacks including Pop-Tarts) and WK Kellogg Co. (cereals). In 2024, Mars, Incorporated acquired Kellanova. Pop-Tarts are now owned by Mars.

Who owns Pop-Tarts now?

Pop-Tarts are owned by Mars, Incorporated, the privately held American candy and confectionery giant, which acquired Kellanova in 2024 for approximately $36 billion. Mars is controlled by the Mars family and is headquartered in McLean, Virginia.

Where are Pop-Tarts manufactured?

Pop-Tarts are manufactured primarily at the Kellanova facility in Jackson, Tennessee. The Jackson plant has been a major Pop-Tarts production site for decades and is one of the largest food manufacturing operations in Tennessee.

When were Pop-Tarts invented?

Pop-Tarts were introduced by Kellogg Company in 1964, initially in four unfrosted flavors. The product was developed to beat Post Cereal’s similar Country Squares to market, and the strategy succeeded. Frosted varieties launched in 1967 and became the dominant format. Pop-Tarts have been in continuous production for over 60 years.