Toast'em Pop Ups is a
toaster pastry
A toaster pastry is a type of bakers' confection. They are thin rectangles often made of rice bran, molasses, flour, syrup, and shortening, which on one side usually has a coating of icing that has been dried with starch. They contain sweet, sy ...
brand, currently produced by the Schulze and Burch Biscuit Company. They have a sugary filling sealed inside two layers of thin, rectangular pastry crust, coated in frosting. They are sold in pairs in Mylar wrapping, do not need refrigeration, and are typically heated in a toaster oven or toaster before eating.
History
In 1963,
Post
Post, POST, or posting may refer to:
Postal services
* Mail, the postal system, especially in Commonwealth of Nations countries
**An Post, the Irish national postal service
**Canada Post, Canadian postal service
**Deutsche Post, German postal s ...
invented a way to partially dehydrate foods to keep them from spoiling, by using foil (later,
Mylar
BoPET (biaxially oriented polyethylene terephthalate) is a polyester film made from stretched polyethylene terephthalate (PET) and is used for its high tensile strength, chemical stability, dimensional stability, transparency reflectivity, an ...
) wrappers. They initially used this for dog food, sold under the name
Gaines Burgers. In February 1964, Post announced they would soon release a new breakfast pastry using this method, which they named Country Squares. However, the announcement came well ahead of the company's ability to produce and distribute the product, during which time rival
Kellogg's
Kellanova, formerly known as the Kellogg Company and commonly known as Kellogg's, is an American Multinational corporation, multinational food manufacturing company headquartered in Chicago, Illinois, US. Kellanova produces and markets con ...
was able to release their new product,
Pop Tarts.
Country Squares sold very poorly compared to Pop Tarts, and Post changed the product's name to Toast'em Pop Ups in 1965. In 1971, Post sold the rights to the name and product to the Schulze and Burch Biscuit Company, which still produces Toast'em Pop Ups today.
[ ]
Products
Toast'em Pop Ups are currently produced in eight flavors, available throughout most of the
U.S.
The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 states and a federal capital district, Washington, D.C. The 48 contiguous ...
and
Canada
Canada is a country in North America. Its Provinces and territories of Canada, ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocean, making it the world's List of coun ...
. Since 2023, they have also been sold in the
United Kingdom
The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Northwestern Europe, off the coast of European mainland, the continental mainland. It comprises England, Scotlan ...
.
The 8 flavors include:
* Brown Sugar Cinnamon
* Blueberry
* Cherry
* Chocolate Fudge
* Cookies & Creme
* S'mores
* Strawberry
* Wild Berry
References
Further reading
Management's Food Processing & Marketing p. 80.
Freedom of choice: the public interest in private competition – This week magazine p. 61.
Federal Trade Commission Decisions – United States. Federal Trade Commission p. 422, 426.
Weekly Digest p. 192.
Research in Law and Economics – Richard O. Zerbe p. 82.
The Food Institute's Weekly Digest p. 173.
Grand Prairie Daily News › 20 July 1967 › Page 9 – Newspapers.com
External links
Toast'em Pop Ups WebsiteSchulze and Burch Biscuit Co. Website
{{Pastries
Pastries