BATTLE CREEK, MI — Pop-Tarts, a Kellogg’s brand, has announced a partnership with the National Association of Latino Arts and Cultures (NALAC) to bring limited-edition box printed pastries in specially branded packaging to grocery store shelves in celebration of Día de Muertos, otherwise known as Day of the Dead.

The box and printed designs were created with the pastry brand and Kellogg’s HOLA Latino Business Resource Group to respect the tradition of the celebration, which originated in Mexico and honors the life of loved ones who have passed.

The limited-edition products will be on shelves at nationwide retailers beginning in September. The pastry designs will be available in the following variations:

Papel Picado, a decorative craft made by cutting elaborate designs into sheets of colorful tissue paper.

Calaveras de Azúcar, the celebrated sugar skulls.

Flor de Cempasúchil, the iconic marigold flower.

Veladora, the Mexican religious candle.

Alebrijes, the brightly colored Mexican folk sculptures featuring fantastical and mythical creatures.

The designs appear atop the frosted chocolate churro flavor, which was inspired by the classic churro pastry and features chocolate and cinnamon filling inside a pastry crust. The company said the limited-edition release is one of many opportunities to recognize and celebrate the vibrant US Latinx community.

The product is part of Pop-Tarts’ larger celebration of the arts, and the brand partnered with NALAC to bring the concept to life. NALAC is the nation’s premier non-profit organization devoted to promoting and cultivating the next generation of Latino arts and cultures. As a part of the partnership, Pop-Tarts will provide grants to four Latinx arts organizations serving youth and their communities in Los Angeles, San Diego, Dallas and Houston.

“Día de Muertos is an indigenous practice of remembrance in communities across the Americas that many hold incredibly dear,” said María López de León, president and CEO of NALAC. This living tradition has inspired artists, communities and cultures for thousands of years.  We are pleased that Pop-Tarts is engaged in helping us enrich knowledge to fuel understanding, creativity and passion.”

More information about the NALAC and its efforts to stabilize and revitalize the US Latino arts and cultural community can be found on the group’s website. Future grant recipients will be announced on the NALAC and Pop-Tarts’ social media channels.