Pop-Tarts is a snack brand currently owned by Kellanova, which itself has agreed to be acquired by Mars, Incorporated in a multibillion‑dollar deal, so Pop-Tarts is effectively becoming part of Mars’ global snacking empire.

Who owns Pop-Tarts right now?

  • Pop-Tarts is a long‑running toaster pastry brand that sits under the snacks company Kellanova , the business created in 2023 when Kellogg Company split into two separate firms.
  • Kellanova controls key snack brands like Pringles, Eggo, Cheez-It and Pop-Tarts, while traditional cereals like Frosted Flakes moved to a different company, WK Kellogg Co.

Mars’ takeover and what it means

  • In 2024, privately held confectionery giant Mars, Inc. announced a roughly 30–36 billion dollar deal to buy Kellanova, explicitly including Pop-Tarts among the brands it is acquiring.
  • Once this transaction fully closes and regulatory steps are complete, Pop-Tarts will sit inside Mars Snacking , alongside brands like M&M’s, Skittles and other Mars snack lines.

Simple timeline of ownership

  • For decades, Pop-Tarts was developed, marketed and owned by Kellogg Company as one of its flagship breakfast and snack brands.
  • In 2023, Pop-Tarts moved under Kellanova after Kellogg split its cereal and snacking businesses.
  • From 2024 onward, following deal completion, ultimate ownership shifts from standalone Kellanova to Mars, Incorporated, even though the Pop-Tarts branding and everyday products remain consumer‑facing as Pop-Tarts.

Information gathered from public forums or data available on the internet and portrayed here.