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The Pop-Tarts Bowl debuted with a bang last season with the “edible” mascot that emerged as the highlight of the game after being gleefully lowered into a giant toaster prior to its consumption. That ritual will be making its grand return this year, and the stakes have been raised for the player who ends up winning MVP honors.
In 2021, we were treated to a masterclass in corporate synergy when Shane Beamer became the first person treated (or, perhaps more accurately, subjected) to the highly-publicized “mayonnaise shower” reserved for the winning coach in the Duke’s Mayo Bowl after leading South Carolina to a win over North Carolina.
That became one of college football’s newest and strangest traditions, but it’s not the only food-adjacent stunt to come out of bowl season in recent years.
The marketing team at Kellogg’s dreamed up some creative publicity stunts after the company inked a sponsorship deal for what was dubbed the Cheez-It Bowl in 2020, but they really outdid themselves with the one that was unveiled when it was rebranded to the Pop-Tarts Bowl last season.
Prior to the contest, we learned the game would feature what was positioned as the first-ever edible mascot, a toaster pastry named Strawberry.
It turned out you couldn’t actually eat the costume donned by the person who held a “Dreams Really Do Come True” sign while being lowered into a laughably oversized toaster after Kansas State beat NC State, but there was an edible replica awaiting members of the winning team.
It was initially unclear if Strawberry would end up rising from the proverbial toaster at this year’s Pop-Tarts Bowl or if the sacrifice was a permanent one, but it seems like it was the latter based on the development we were treated to on Monday.
According to a press release, this year’s Pop-Tarts Bowl with feature three mascots: Hot Fudge Sunday, Wild Berry, and an as-of-yet unannounced mystery flavor. All three of them will be vying for the chance to meet the same fate as Strawberry, but the final decision will come down to the player who ends up being named the game’s MVP.
Pop-Tarts
We may not know what the third flavor is yet, but I have a hard time imagining it will be able to top the legendary Wild Berry—and I would not want to be the player who ends up irking his teammates by going with any other option.