BATTLE CREEK, MI — Toaster pastry brand Pop-Tarts will debut its first Pride box, “NEON Pink Block Party Lemonade,” with designs by illustrator Thaddeus Coates.
The Pride box was created in partnership with NEONxGLAAD, a collective of artists and creators that leverage storytelling to increase the visibility of Black LGBTQ+ people.
“The NEON team understands that sometimes you can feel like you’re the only one experiencing your current circumstances, especially when you’re younger. So we came together to conceptualize this project knowing the importance it makes for LGBTQ+ communities of color to see themselves this pride season,” said Major Nesby, founder of NEON. “This campaign is a gentle reminder that we are all part of a much larger community with both individual and collective journeys.”
Coates created the “Issa Block Party” theme for these limited-edition Pop-Tarts to illustrate the joy found in LGBTQ+ and BIPOC families.
“The art is inspired by a summer block party and celebrates a community that doesn’t prioritize fitting in over living authentically,” Coates said. “No matter how different or like an outsider you might feel, you are never alone. You belong to a beautiful, diverse and unique community of people who come from all backgrounds.”
The limited-edition product is the first time Pop-Tarts has partnered with an independent artist to create unique images on the edible ‘Printed Fun’ frosting. The pink lemonade-flavored filling balances sweet and sour for a tangy toaster pastry and a bright pink filling color that perfectly complements the NEONxGLAAD partnership.
Pop-Tarts will release 450 of these boxes on its Instagram shop for $5 per box today and will drop an additional 450 every Friday during Pride Month. With every new drop, the brand will spotlight one of four LGBTQ+ and BIPOC partner organizations on its social channels. This includes independent bookshop The Salt Eaters Book Shop, grassroots agency Destination Tomorrow, queer and POC-owned bar Nobody’s Darling, and social impact organization The Bronx is Reading.
“Pop-Tarts is proud to be a part of Kellogg’s long-standing partnership with GLAAD,” said Carrie Sander, VP, general manager, Portable Wholesome Snacks. “Together, we continue to work to accelerate acceptance for the LGBTQ+ community, promote representation and visibility, and combat the bullying of LGBTQ+ youth.”