Pop-Tarts Mister E is the first mystery flavor from Pop-Tarts and it's being introduced with a fun new character, interactive packaging and an augmented reality experience. With this mystery product, as any other, fans are invited to guess the flavor but the experience is a highly engaging one that starts by scanning the QR code on the box. This links users directly to the sweepstakes entry site, where they will be fed clues to solve the mystery of the surprise flavor.
Online, fans get to join the title character, Mister E, and then submit their best guess for the mystery toaster pastry flavor. Fans have the chance to win prizes like branded hats and hoodies.