This Is Your Chance to Consume A Giant Pop-Tart at the Draft
Meet (and eat!) the brand’s Edible Mascot.
IMAGE COURTESY OF KELLANOVA
A ritual is taking place near Pittsburgh’s Pop District during the NFL Draft.
On Friday, April 24 at 3 p.m., a Pop-Tarts Edible Mascot, Protein Slammin’ Strawberry, will heat things up by hopping into a giant toaster set up at Nova Place Plaza on the North Side. Doors to the public pastry toasting open at 1 p.m.
Kellanova, the company that owns the Pop-Tarts brand, went viral with a stunt at the 2023 Pop-Tarts Bowl between NC State and Kansas State. At the end of the game, an enormous anthropomorphic Frosted Strawberry Pop-Tart holding a sign that read “FOLLOW YOUR DREAMS” entered the toaster and, moments later, was consumed by the winning Wildcats.
The annual event often overshadows the gridiron action.
The company says Protein Slammin’ Strawberry, selected as the People’s No. 1 Pick at the 2025 Pop-Tarts Bowl, is ready to fulfill its destiny: being devoured by rabid football fans in Pittsburgh, Zombie Capital of the World.
There will be photo opportunities with the mascot and the toaster. Guests will also have an opportunity to sample the new, limited-edition Pop-Tarts flavor that has 10 grams of protein per serving.
If you get burned by gridlock traffic and can’t make it, the event will be showcased on social media.
