Frank Rondel
Pop-Tarts BuzzBallz cocktails are being pulled from active promotion after a short and controversial run. Mars says it regrets the partnership and has canceled planned marketing, as customreceipt.com notes.
The move follows criticism from more than 30 public health organizations, according to Delish. The U.S. Alcohol Policy Alliance was among groups raising concerns about alcohol marketing connected with childhood brands.
Why Mars is ending the Pop-Tarts BuzzBallz collaboration
The limited-edition drinks appeared in August 2026. BuzzBallz offered Frosted S’mores and Frosted Brown Sugar Cinnamon versions inspired by familiar Pop-Tarts flavors.
Both cocktails contained 15% alcohol by volume. They were sold in 200-milliliter BuzzBallz containers featuring recognizable Pop-Tarts branding.
The unusual crossover was designed around adult nostalgia. However, critics argued that the packaging created a different problem.
Public health groups questioned whether a brand familiar to children should appear on a high-alcohol ready-to-drink cocktail.
Mars subsequently said it regretted the partnership. The company also canceled remaining promotional plans, according to Delish.
What was sold under the Pop-Tarts BuzzBallz name
The collaboration was small, but its branding attracted considerable attention.
| Product | Alcohol | Size | Inspiration |
|---|---|---|---|
| Frosted S’mores BuzzBallz | 15% ABV | 200 ml | Pop-Tarts Frosted S’mores |
| Frosted Brown Sugar Cinnamon BuzzBallz | 15% ABV | 200 ml | Pop-Tarts Brown Sugar Cinnamon |
BuzzBallz normally sells ready-to-drink cocktails at 15% ABV. Its official website describes the products as premixed alcoholic cocktails.
The Pop-Tarts editions differed through their use of familiar pastry flavors, imagery and branding.
Why public health groups objected
More than 30 organizations reportedly urged Mars to stop the partnership. Their concern centered on the association between alcohol and a product strongly connected with childhood.
Mike Marshall, CEO of the U.S. Alcohol Policy Alliance, criticized using childhood brands to promote alcohol.
The objections focused on several elements:
- recognizable Pop-Tarts branding on alcoholic products;
- images resembling the original pastries;
- a relatively high 15% ABV strength;
- possible confusion between familiar food branding and an adult beverage.
The controversy was not simply about cinnamon or s’mores flavors. Critics focused heavily on how the alcoholic products were presented.
Reports also say Sazerac maintained that the drinks targeted legal-age consumers. Pop-Tarts products themselves are consumed by adults as well.
Will Pop-Tarts make alcoholic drinks again
Mars has indicated that Pop-Tarts will not pursue similar alcohol co-branding partnerships in the future.
The company acquired Pop-Tarts owner Kellanova in December 2025. Mars confirmed the completed acquisition in an official company announcement.
Production of the limited collaboration has reportedly ended. Remaining Pop-Tarts BuzzBallz may still appear at retailers while existing inventory lasts.
That makes the experiment one of 2026’s shortest food-and-drink brand crossovers.
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