Prime Cans 2 More Pop-Tarts Flavors for Target Shelves

A toaster pastry just found its way into a can of protein shake.

Prime is adding two more Pop-Tarts flavors to its protein lineup, rounding out a three-shake collaboration between the two companies.

The beverage brand Logan Paul and KSI launched in 2022 has built its early business on hydration and energy drinks.

It then entered the ready-to-drink protein category early this year, canning shakes containing 32 grams of protein.

The Pop-Tarts tie-in becomes the newest addition to its shake lineup, and the first flavor collaboration since the category launched.

The image shows three flavors packaged in Prime's usual slim can design, wrapped in Pop-Tarts branding and artwork pulled from each matching pastry.

Frosted Blueberry reached Target shelves first in late July, while Frosted Strawberry and Frosted Chocolate Fudge have yet to reach stores. 

All three cans are exclusive to Target and priced at $2.99.

The shakes also give Prime a fresh reason to be on shelves after its 70% U.K. revenue drop in 2024, and repeat purchases are the number to watch.

Same Pastry, New Format

Every 11-ounce can delivers 32 grams of protein at 150 calories, with 3 grams of sugar and half a gram of fat, made without carrageenan.

The formula runs through ultra-filtered skim milk, the same base Prime used for its Frosted Blueberry Pop-Tart shake.

That version paired blueberry and vanilla icing flavors into a single drink, and it stayed lactose-free despite its milk base.

Reactions to the first shake split down predictable lines online.

One food blogger's followers were drawn to the concept, with a taste tester writing that the drink tasted like Fruity Pebbles.

Others were less convinced, skeptical of the ingredients used.

"Who knows what bs ingredients are in this," one user wrote. 

However, this divide has not slowed Pop-Tarts down.

The brand spent 2026 testing new formats fast, following recent collaborations with Liquid Death and Peeps, plus its own ice cream sandwich spinoff.

Folding two more flavors into Prime's can gives the pastry another test of how far its brand identity can stretch outside a toaster.

At the same time, it gives Prime a built-in flavor story to sell alongside its protein pitch.

Old Flavors, New Protein Math

Pop-Tarts is riding both the booming appetite for protein and the fact that consumers already trust its taste.

The global ready-to-drink protein beverage market sat at roughly $1.96 billion in 2025 and is on pace to climb past $3 billion by 2031, according to Mordor Intelligence.

The market size was valued at USD 1.96 billion in 2025 and is estimated to grow from USD 2.11 billion in 2026 to reach $3.06 billion by 2031.

Additionally, 90% of Gen Z and millennials are seeking out new food and beverage flavors, with the majority saying the wilder the better. 

A familiar Pop-Tarts flavor gives this hunt somewhere safe to land, given the shake doesn't ask anyone to guess what Frosted Chocolate Fudge might taste like.

Turning shelf-stable pastries into a shake also lets Prime skip the harder work of building flavor recognition from scratch.

• Leverage an existing flavor memory. Marketers can borrow a well-known taste profile to cut the distance between shelf and sale.
• Pair a legacy snack with a growth category. Matching an established food identity to a fast-growing format like RTD protein gives a smaller shake brand instant credibility.
• Hold pricing and dates back. Withholding price and release timing lets a brand read public reaction before locking in a production run.

Overall, Pop-Tarts is redirecting a craving that's already there toward a can shaped like a protein shake.

Our Take: Does Target Exclusivity Help This Collab?

We think handing Target the entire lineup was the smartest call either company made here.

The exclusivity helps, because one chain gives Prime a single clean read on whether a fudge-flavored protein shake actually sells.

The cost is reach, and Pop-Tarts fans who shop anywhere else get the social posts and nothing in their carts.

Prime also staggered the drop, putting Frosted Blueberry out alone and holding the other two until the first round of taste tests came back.

We'd want to know whether the lineup stays at Target once the novelty cools, or whether the cans turn up in gas station coolers by winter.

Creative food activations like this require strong brand strategy, social marketing, and experiential thinking.

Explore these top branding agencies to find partners that create campaigns designed for cultural relevance and consumer participation.