Chapter 1: The Birth of a Breakfast Rivalry

In the 1960s, two major food corporations were in a fierce competition to be the first to market a revolutionary toastable pastry.

On February 16, 1964, Post employees developed a method to dehydrate food while keeping it fresh using foil. Initially applied to dog food, the executives soon envisioned expanding this innovation into the breakfast sector. As scientists worked diligently to create a new product, the marketing team devised a strategy to generate excitement for this upcoming offering.

When they learned about a portable, toastable pastry, the executives were ecstatic. They believed this innovation would significantly enhance their market share and boost profits, making them the leaders in the food industry.

Amidst the buzz, a press conference was held to unveil their creation, dubbed "Country Squares." Excitement surged as everyone clamored to get a taste.

However, Kellogg's, a rival in the breakfast arena, was listening intently to the announcement. They immediately set their team on a mission to develop a comparable product that could launch before Country Squares.

Thus began the great race to the toaster, with both conglomerates vying to release their pastries to consumers first, a feat that would not only signify success but also provide significant bragging rights.

Kellogg's quickly enlisted the help of Bill Post, a former Keebler baker turned entrepreneur, tasking him with crafting their version of the toastable treat. Bill assembled a team to experiment with various recipes and ingredients, but the initial results were less than favorable, leaving everyone dissatisfied.

He took samples home to his children each night, seeking their feedback. Some evenings, his kids would reject the concoctions outright, exclaiming, "This is awful!" Yet, there were moments of delight when they enjoyed the treats.

After two weeks of trial and error, Bill presented his refined recipe to Kellogg’s executives, who were thrilled by the swift progress and the quality of the product. They conducted their own taste tests, with positive feedback fueling the anticipation of a hot new offering that could lead to significant year-end bonuses.

The marketing team then focused on branding and promoting the new pastry, aiming for a name that would distinguish it from Post's Country Squares. Initially, "Fruit Scones" was considered, but concerns over its appeal to children led to its dismissal.

The naming process proved challenging until William LaMothe, a Kellogg's executive, proposed the memorable name: Pop-Tarts. Influenced by the pop art movement of the 1960s, particularly the works of Andy Warhol, the name aimed to embody both innovation and relatability.

With the name established, Kellogg's sales team sprang into action, securing orders from grocery stores, with Cleveland, Ohio, among the first to place a large request. Executives eagerly awaited the results, knowing that success could lead to a substantial sales increase, while failure would be a significant embarrassment.

Sales surpassed expectations. Grocery stores struggled to keep Pop-Tarts in stock, leading to a surge in orders from Kellogg's as retailers raced to meet consumer demand. The overwhelming interest caught Kellogg's off guard, as they had not anticipated such an explosive launch, having only hoped for modest profitability.

Conversely, Post's Country Squares struggled in the market, perceived as an inferior product due to being a second-mover and receiving mixed reviews on taste. Attempts to rebrand as "Toast'em Pop Ups" failed to boost sales, with consumers consistently choosing Pop-Tarts instead.

Today, Toast'em Pop Ups are still produced, but they are no longer a Post product, having been licensed to Schulze and Burch Biscuit Company. Nevertheless, Pop-Tarts continue to dominate sales, remaining Kellogg's best-selling item ever.

When initially launched, Pop-Tarts offered only four flavors: strawberry, blueberry, apple currant, and cinnamon sugar. Over the years, hundreds of variations have been introduced, including unique options like s'mores, watermelon, and chocolate fudge.

The original flavors have been supplemented with new tastes that sometimes fall short of sales expectations or are intended as limited-time offerings. Despite this, Pop-Tarts have consistently maintained their status at the forefront of Kellogg's sales, achieving the remarkable milestone of 41 consecutive years of sales growth by 2023.

What began as a rivalry between two companies evolved into a breakfast staple, with Pop-Tarts rising to become an iconic brand, something no executive could have foreseen at the time.

Chapter 2: The Rise of Pop-Tarts

The following video delves into the fascinating journey of the Pop-Tarts brand, contrasting its inception in 1964 with its modern-day significance.

In this next video, witness the humorous and spirited competition surrounding the quest for the perfect toastable pastry, showcasing the personalities and challenges involved.