Pop-Tarts is launching new limited-edition boxes honoring Dia de los Muertos, or Day of the Dead.
The brand is celebrating the Mexican holiday, which pays tribute to loved ones who have passed, with a brand new look on its boxes featuring bright colors and designs, according to Delish.
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The 5 different Dia de los Muertos-themed designs will appear on boxes of Frosted Chocolatey Churro Pop-Tarts, an existing flavor inspired by the cinnamon and chocolate pastry.
According to the outlet, the reimagined packaging will include: papel picado, tissue paper cut into intricate designs; calaveras de azúcar, the sugar skull; flor de cempasúchil, the marigold flower; veladora, symbolizing the Mexican religious candle; and alebrijes, colorful Mexican folk sculptures.
Pop-Tarts joined forces with Kellogg’s HOLA Latino Business Employee Resource Group to come up with the various designs. In addition, the company is working with the National Association of Latino Arts and Cultures (NALAC), a nonprofit dedicated to fostering the next generation of Latinx artists, to offer grants to 4 Latinx art organizations.
While falling around the time of Halloween, Dia de los Muertos is a two-day event where people welcome back the souls of their deceased relatives for a brief reunion and includes food, drink, offerings, and celebration.
The Mexican holiday was featured prominently in the hit 2017 animated film "Coco."
Dia de los Muertos begins on November 1 and ends on November 2.
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