CHICAGO — After weeks of consumer speculation, Pop-Tarts, a Kellanova brand, has unveiled Frosted Cinnamon Roll as the mystery third flavor returning to this year’s Pop-Tarts Bowl, which will be held Dec. 28 at 3:30 p.m. ET.
Last year, Pop-Tarts signed a multi-year agreement with Florida Citrus Sports to become the title sponsor for the Pop-Tarts Bowl game. Since 2014, the bowl has matched the top selection from the ACC against the second selection from the Big 12.
Dressed as an Edible Mascot alongside Frosted Wild Berry and Frosted Hot Fudge Sundae, Frosted Cinnamon Roll will compete to be the pastry eaten by the winning team. To celebrate the occasion, consumers can also find the requested flavor returning to nationwide shelves over the weeks leading up to the event. Until then, Pop-Tarts has released a hyper-limited drop of the once-discontinued toaster pastry on the brand’s website.