Mars Ends Pop-Tarts Alcohol Collaboration Amid Underage Drinking Concerns

Mars, the owner of the Pop-Tarts brand, has ended its collaboration with BuzzBallz for alcoholic beverages a mere month after their introduction. The partnership was terminated due to concerns that the association of the Pop-Tarts brand with an alcohol product might appeal to underage consumers.

The alcoholic beverages, which contained 15% alcohol and were available in Frosted S’mores and Frosted Brown Sugar Cinnamon flavors, faced criticism from multiple public health groups. More than 30 organizations urged Mars to cease the collaboration. Mike Marshall, CEO of the US Alcohol Policy Alliance, stated that "childhood brands should not become tools for normalizing or promoting alcohol consumption." Mars has declared it "regrets the partnership" and will not pair Pop-Tarts with alcohol brands going forward.

BuzzBallz owner Sazerac, conversely, asserts that the drinks were intended solely for legal-age consumers and were clearly labeled as alcohol. Mars also points out that the majority of Pop-Tarts consumers are adults. The agreement was signed during the tenure of Kellanova, the former parent of Pop-Tarts, which Mars acquired in December 2025.

The collaboration was part of the alcohol industry's push to attract younger legal drinkers, who are consuming less alcohol. Alcohol consumption has seen a decline among 18 to 35-year-olds. However, pre-mixed cocktails represent a growing market segment, with sales increasing significantly while beer sales have contracted.