Pop-Tarts Just Got A Colorful New Look For Día De Muertos

While several brands and grocery retailers are falling into fall and unveiling their plans for Halloween (ahem Hershey's and Skittles), Pop-Tarts is taking a moment to acknowledge another fall holiday, Día de Muertos (also referred to as Día de los Muertos). You may be more familiar with its English translation, "Day of the Dead." Though Día de Muertos takes place near the same time as Halloween, it's not to be confused with the night of spooky costumes and candy. In fact, the two couldn't be more different. 

Unlike Halloween, Día de Muertos is a Mexican holiday of reverence that lasts two days and is dedicated to celebrating both life and death (via Dayofthedead.holiday). On Halloween, people dress up like gory characters and go trick-or-treating. But on Day of the Dead, people pay tribute to loved ones who have died. This takes the form of song and dance, offerings, and elaborate parades.

As reported by Delish, in honor of the Mexican holiday, Pop-Tarts is debuting five new Día de los Muertos-themed designs on its breakfast treats as well as revamping its packaging to include vibrant colors and the signature decorative skull of Día de Muertos, the Calavera, which is traditionally made of sugar or clay.

Pop-Tarts is giving its Frosted Chocolatey Churro Pop-Tarts ( an already-existing flavor), a royal Día de Muertos makeover. According to Delish, the breakfast pastries will feature a variety of designs that Pop-Tarts drew up in collaboration with Kellogg's HOLA Latino Business Employee Resource Group. In addition to the "calaveras de azúcar," which is the previously mentioned sugar skull, the artwork includes colorful and intricately cut paper known as papel picado; the marigold flower, or flor de cempasúchil; the Mexican prayer candle, or veladora, and folk sculptures called alebrijes. Each limited-edition box will come with 12 churro-flavored Pop-Tarts.

But, that's not all. Pop-Tarts is also giving back to up-and-comers in the Latinx arts community through a partnership with the National Association of Latino Arts and Cultures (NALAC), which will award grants to four Latinx art organizations to pay tribute to people that have died but whose memories live on through the people they inspire. Those selected will be based in Los Angeles, San Diego, Dallas, and Houston.