We've seen some pretty creative protein products, but turning a Pop-Tart into a protein shake might be one of the more unexpected ideas we've come across.

The PRIME x Pop-Tarts collaboration brings together two brands that have mastered very different kinds of nostalgia: PRIME's internet-era beverage culture and Pop-Tarts' decades-long reign over the breakfast aisle. Somehow, the combination makes more sense than it probably should.

Frosted Blueberry is the first flavour to come out of the collaboration, launching exclusively at Target in 2026 before the lineup expanded to include Frosted Strawberry and Frosted Chocolate Fudge. Beyond its delicious flavour, each shake has 32g of protein per serving and only 150 calories and 3g of sugar, so it sits perfectly between childhood breakfast nostalgia and modern sports nutrition.

We don't know where the Pop-Tart-to-protein-shake pipeline goes from here, but we're definitely curious to find out.

Available at Dank Mart, ships worldwide.