SHERIDAN, WYOMING – December 2, 2025 – College football fans are getting more than just a great bowl game this December – they’re getting a full-on Pop-Tarts® spectacle, complete with six over-the-top Edible Mascots, a brand-new buff Protein Pop-Tart and a live Mascot Cam streaming all the sideline chaos. The 2025 Pop-Tarts™ Bowl, proudly nicknamed “The People’s National Championship,” is turning game day into snackable theater where the winning team literally eats the mascot.
Edible mascots turn game day into snackable theater
At the heart of the fun are two Pop-Tarts Edible Mascot squads: Team Sprinkles and Team Swirls. Each team is built around fan-favorite flavors that snack lovers already know from their breakfast plates and late-night cravings. Now, those flavors are suiting up for a once-in-a-lifetime appearance on the field.
Team Sprinkles brings three all-new Edible Mascots to the Pop-Tarts Bowl stage:
- Protein Slammin' Strawberry, a ripped, buff mascot leading the team with a mighty protein-boosted flavor and muscles to match.
- Frosted Cherry, a long-time classic with pink frosting and bold red sprinkles making its game day debut.
- Frosted Cookies & Crème, a newcomer ready to stand out with a striking, speckled frosting look that pops on camera and in the stands.
It’s playful, a bit absurd, and exactly the kind of energy that turns a regular bowl game into a shared “did you see that?” moment for friends and families watching together.
Team Swirls brings nostalgic flavors back to the field
On the other side, Team Swirls mixes veteran star power with fresh momentum. It’s the line-up for anyone who loves chocolate, dessert flavors and a touch of nostalgia on their snack tray.
Anchoring Team Swirls is Frosted Chocolate Chip Cookie Dough, returning to shelves after a three-year hiatus and making its mascot debut as team captain. It’s joined by Frosted Wild Berry, instantly recognizable for its vibrant purple frosting and teal swirl, and Frosted Hot Fudge Sundae, a mascot veteran sporting its signature fudge icing swirl.
Together, these mascots tap into those “I remember that flavor!” feelings while giving fans a new way to celebrate them – cheering them on first, then watching them become the “biggest sacrifice ever” for the winning team as they head to what Pop-Tarts calls “Mouth Heaven.”
Mascot Cam: your front-row seat from the couch
For fans who love the antics as much as the action, Pop-Tarts is rolling out its first-ever Mascot Cam – a social-first livestream made for second-screen viewing. While the game kicks off at Camping World Stadium in Orlando on Saturday, December 27 at 3:30 p.m. ET on ABC, the Mascot Cam will be live on the @PopTartsBowl TikTok channel.
From epic entrances to sideline dance-offs and the final “edible” moment, at-home viewers can keep an eye on everything happening around the field in real time. It’s designed for the way people actually watch football today: game on the big screen, phone in hand, swapping reactions with friends.
A Crazy Good twist that keeps fans talking
Pop-Tarts knows this blend of humor, flavor and football has struck a chord. As vice president of marketing Leslie Serro explains, "Pop-Tarts fans can't get enough of the playful, unexpected energy we bring to college football. Expanding from three to six Edible Mascots isn't just about upping the fun with more antics – it's also about bringing flavor to the forefront by showcasing all the fan-favorite varieties we have to offer," said Leslie Serro, vice president of marketing for Pop-Tarts. "And since no Pop-Tarts Bowl is complete without a Crazy Good twist, we're debuting a buff protein mascot and a Mascot Cam to make this year's game unforgettable."
That “Crazy Good twist” has already earned serious attention: the original Pop-Tarts Edible Mascot campaign “won the internet” in 2023 and picked up major creative awards, showing that fans love when game day doesn’t take itself too seriously.
3 ways the Pop-Tarts Bowl levels up snack-time fun
To turn this year’s Pop-Tarts Bowl into a full experience, think beyond just tuning in:
- Make it a flavor draft at home. Grab your favorite Pop-Tarts varieties and “draft” them into Team Sprinkles or Team Swirls before kickoff, then see which team comes out on top.
- Turn Mascot Cam into party entertainment. Keep the TikTok livestream on a phone or tablet in the kitchen or snack corner so guests can catch every wild mascot moment while refilling their plates.
- Create a “Mouth Heaven” dessert bar. Use toasted Pop-Tarts as the base for ice cream, whipped cream, sprinkles and sauces, mirroring the over-the-top Pop-Tarts vibe at the stadium.
With college football players, Edible Mascots and fans all sharing the spotlight, the 2025 Pop-Tarts Bowl is set up as a joyfully over-the-top end-of-year ritual – part sports event, part snack celebration and all-in on fun. Make sure to mark December 27 at 3:30 p.m. ET on your calendar so you don’t miss a single Crazy Good moment.
Discover more about Pop-Tarts and Kellanova’s snack innovations at https://www.kellanova.com.