Leftovers is our look at a few of the product ideas popping up everywhere. Some are intriguing, some sound amazing and some are the kinds of ideas we would never dream of. We can’t write about everything that we get pitched, so here are some leftovers pulled from our inboxes.
Pop-Tarts get stuffed
Pop-Tarts is filling consumers' demand for more filling with Super Stuffed pastries.
The new offering includes 50% more filling than the traditional Pop-Tart, responding to what the brand says is the most requested innovation. Super Stuffed will be available nationwide in Strawberry Blast and Molten Lava Cake, while a Cinnamon Caramel flavor will be sold exclusively at Walmart.
“Fans of Pop-Tarts have always loved our filling — so much so that they've spent years asking for more of it,” Leslie Serro, vice president of marketing for Pop-Tarts, said in a press release.
Pop-Tart maker Kellanova, which became part of candy and snack maker Mars on Dec. 11, told Food Dive earlier this year that it was leaning into innovation to drive relevance as consumers pull back on spending. The new offering follows the launch of protein-enhanced Pop-Tarts in November.
“Innovation is actually pulling up the food category with very highly indulgent items that the consumer really wants to pamper themselves,” Nico Amaya, former president of Kellanova North America, said in an interview. “But also on the better-for-you side, which is actually growing significantly across all categories.”
— Laurel Deppen
Jel Sert gives water a kick
Freezer pop maker Jel Sert is giving water an extra kick.
The Fla-vor-Ice owner is launching Pure Kick Alkaline Singles to Go! Powdered Drink Mix, which the company says is the first powdered drink stick on the market that upgrades the pH balance of water to 8.5 or higher. They are available in cucumber lemon, berry, watermelon and unflavored varieties.
"This offering represents the kind of functional, focused innovation that individuals are looking to incorporate into their daily routines," Ken Wegner, president at Jel Sert, said in a statement. "With Pure Kick Alkaline Singles to Go!, Jel Sert is bridging the gap between the premium hydration experience of pre-bottled alkaline water and accessibility of powdered drink mixes.”
Pure Kick Alkaline Singles to Go! can be purchased in 20- and 30-count packs at Amazon, Walmart and other major retailers, both as individual flavors and as a variety pack. Each stick contains five calories and no sugar.
The functional water market is expected to reach $12 billion by 2032, up sharply from $4.2 billion a decade earlier, according to data from Global Market Insights.
Jel Sert’s new product places them squarely in that discussion, while the portable packets help differentiate the company from other bottled alkaline water offerings on the market, such as Nestlé’s Essentia. The packets also stand out against other hydration powders, which tend to focus on electrolytes.
— Christopher Doering
V8 Energy jolts lineup with zero sugar
V8 aims to sweeten interest in its energy drink with a no-sugar option.
V8 Energy Zero Sugar was developed in response to growing consumer interest in a better-for-you energy drink that doesn’t compromise on taste or functionality, according to Prabha Cheemalapati, vice president of The Campbell’s Company’s beverage business. More than 4 in 10 better-for-you beverage consumers choose no-sugar options, the CPG giant noted, citing 2025 data from Kantar Profiles/Mintel.
“Expanding into zero sugar allows us to compete more directly in one of the fastest-growing segments while staying true to our differentiated tea-based energy platform,” Cheemalapati said in an email. “It’s a natural evolution that reflects both where the category is headed and where the V8 Energy brand has long stood.”
V8 Energy Zero Sugar is available in three nostalgic flavors: Cherry Lime, Strawberry Lemonade and Blueberry Raspberry. Each can has five calories and 80 milligrams of caffeine, the same as a cup of coffee. The beverage is available online at Walmart and Amazon, and it will debut on retail shelves next month.
Cheemalapati said the non-sugar option is especially valuable in attracting younger, wellness-minded consumers wanting energy drinks that support both mental focus and physical momentum. Unlike other zero-sugar energy drinks on the market, V8’s option claims to deliver a “more balanced alternative” that has steady energy rather than an “overstimulating jolt,” she said.
“Consumers are also redefining what energy means to them,” Cheemalapati said. “Rather than seeking extremes, many are looking for steady support that fits into their everyday routines and aligns with broader wellness goals.”
While V8 is 93 years old, the brand's energy line launched in 2011, marking the beverage's first major extension. V8 Energy continues to show “strong momentum in market,” delivering double-digit volume growth year over year and customer repeat purchase rates of 62%, Cheemalapati said.
— Christopher Doering
