Prime Drops Pop-Tarts Flavors to Chase the Protein Hype

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

Prime is folding three Pop-Tarts flavors into its protein lineup as part of a new brand partnership 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 that shake lineup, and the first flavor collaboration since the category launched.

The two companies announced the news in July, and Prime shared a promotional image of the new cans alongside a short list of nutritional details.

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.

No release date, pricing, or availability details came with the announcement, leaving fans guessing at when the shakes will actually reach shelves.

Same Pastry, New Format

Each shake comes in Frosted Strawberry, Frosted Blueberry, and Frosted Chocolate Fudge, matching three of Pop-Tarts' most recognized flavors.

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 hit Target shelves earlier this year.

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

Reactions to that 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 has spent 2026 testing new formats fast, following recent collaborations with Liquid Death and Peeps, plus its own ice cream sandwich spinoff.

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

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

Nostalgia Flavors Carry the Protein Pitch

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 USD 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 three 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: Why Announce a Shake You Can't Buy Yet?

We think Prime and Pop-Tarts are using absence as bait, letting the internet argue over a fudge-flavored protein shake before either company commits to a manufacturing run.

No date, no price, no shelf, just enough detail to spark debate and eventually, interest.

In true Logan Paul and KSI fashion, the social media antics serve as a cheaper test than a full launch.

Doing so tells both brands whether Frosted Chocolate Fudge protein has legs before a single can gets bottled.

We'd want to know how long they let the appetite build before someone actually gets to drink it.

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.