Toaster pastry

Toaster pastry

Type	Pastry
Course	Breakfast or snack

A toaster pastry is the generic name for a pastry that can be heated in a toaster. It is a convenience food, eaten for breakfast or as a snack. Toaster pastries have fillings flavored with fruit or other ingredients, such as chocolate or cinnamon.

Brands

• Country Squares: Post introduced "Country Squares" in 1963.^[1]
• Pop-Tarts: Kellogg's quickly developed their own version, the now ubiquitous Pop-Tart, and released it in 1964. ^[2]
• Toastettes: Nabisco (which is now owned by Kraft Foods) created their own toaster pastry called "Toastettes", to compete with Kellogg's Pop-Tarts. The brand, which can be dated to 1967, was discontinued in 2002 after a failed marketing effort to tie Toastettes in with Nabisco's children's brands. Nabisco also made a toaster pastry based on the Oreo cookie as "Kool Stuf", which was also later discontinued.
• Toast'em Pop-Ups: Another competitor with Pop Tarts, "Toast'em Pop Ups," survives. Toast'ems began production in 1964 under a General Foods [Post] contract with the Schulze and Burch Biscuit Company and were the first toaster pastry - unveiled in Feb. 1964 as Post "Country Squares" and changed in 1965 to Toast'em Pop-Ups. The company reacquired the rights to Toast'ems in 1971.^[3]
• Toastables: The Quaker Oats Company, now a subsidiary of Pepsico, produces "Toastables".^[4]
• Toaster Strudels: Pillsbury's Toaster Strudel^[5] is a toaster pastry meant to taste like a traditional German strudel with icing. The icing comes in a removable plastic package, and the pastries must be frozen, unlike other toaster pastries.

References

1. "Trivia — How long have we been munching on Pop-Tarts?". ArcaMax Publishing. 2006-07-17. Retrieved 2009-10-08.
2. "— The True story of the Pop Tarts". Whole Pop Magazine Online. Retrieved 2015-08-04.
3. Schulze and Burch Biscuit Company
4. Pepsico Quaker products
5. "Pillsbury® - toasterstrudel". Archived from the original on 2004-10-16.