Mars Pulls Pop-Tarts BuzzBallz Cocktails After Child Appeal Backlash

Mars has pulled the plug on its Pop-Tarts BuzzBallz collaboration just a month after the boozy drinks hit shelves, Bloomberg reports. The limited-edition cocktails came in Frosted S’mores and Frosted Brown Sugar Cinnamon flavors and contained 15% alcohol.

Health Groups Raise the Alarm

More than 30 public health groups urged Mars to end the deal, arguing that a children’s snack brand should not be used to promote alcohol. Mike Marshall, CEO of the US Alcohol Policy Alliance, said childhood brands should not become tools for normalizing or promoting drinking. Mars has since said it “regrets the partnership” and will not team Pop-Tarts with alcohol brands again.

BuzzBallz owner Sazerac defended the product, saying the drinks were made only for legal-age consumers and clearly labeled as alcohol. Mars added that most Pop-Tarts are eaten by adults. The agreement was signed under former Pop-Tarts parent Kellanova, which Mars acquired in December 2025.

Alcohol Brands Court Younger Drinkers

The collaboration was part of a wider push by alcohol makers to win over younger legal-age drinkers, who are drinking less. Gallup data shows just 50% of 18- to 35-year-olds say they drink, down from 58% three years ago. Premixed cocktails remain a bright spot, with sales up about 30% over the past year while beer sales shrank.

The quick reversal highlights the reputational risk of pairing nostalgic snack brands with alcohol. As drinks companies hunt for growth in a cooling market, partnerships that blur the line between childhood favorites and adult products may face far closer scrutiny from regulators, advocacy groups and consumers alike.