The humble Pop-Tart, an invention of the Kellogg’s breakfast cereal company (now known as Kellanova), was first introduced to Americans on September 14, 1964. The cereal alternative breakfast food was an immediate hit. In fact, Pop-Tarts are just about as popular as they ever were. Last year, sales of Pop-Tarts reached $985 million, and, in the U.S., Pop-Tarts is Kellanova’s most popular brand even with celebrities. Just ask Jerry Seinfeld.
“My first memory of Pop-Tarts is, once I tasted it, I assumed they would not continue to make other types of food,” says the comedian who has written, starred in and directed a movie all about them. Unfrosted: The Pop-Tart Story. Legend has it that this labor of love has been in the works since 2010 after he made a Late Show appearance. According to John Dilillo, a writer at Tudum, Seinfeld and the film’s co-writer Spike Feresten (who worked on the Seinfeld TV show) would joke back and forth about making a movie about the pastry snack.
In the Beginning
- Originally named Fruit Scones, Kellogg’s changed the name to Pop-Tarts inspired by the pop art movement.
- The first four flavors were Strawberry, Blueberry, Brown Sugar Cinnamon and Apple Currant.
- The first shipment of Pop-Tarts was sold out in two weeks! Kellogg’s ran an ad to apologize which created an even higher demand.
Pop-Tarts looked different in 1964. The pastry rectangles featured a diagonal perforated line so that you could break them in half. There were no frosted varieties until 1967 when Kellogg’s found a frosting that could stand the heat of a toaster.
“[We] would say to each other, ‘Let’s make a movie about Pop-Tarts,’” Seinfeld told Netflix. “And then when the pandemic happened and we had nothing to do, he said, ‘Let’s really write this as a movie.’ ”
And with the toaster treat’s 60th birthday coming up this year, what better time?
Although the story is true, like all good docudramas, Seinfeld admits that he has taken a few liberties with the story. Set six years after the “space race”, Unfrosted’s story begins in 1963 with a toaster pastry race between Kellogg’s and rival Post. Having heard of Post’s Country Squares product, Kellogg’s rushed to create their own breakfast pastry line within four months. Dilillo says the film is “tale of ambition, betrayal, sugar, and menacing milkmen.”
“This really did happen in Battle Creek, Michigan, where Kellogg’s and Post were located, and they did compete to come up with this product,” Seinfeld said. “But the rest of it is complete lunacy.”
Seinfeld also admits that Unfrosted borrows from a number of movies and TV shows including The Right Stuff, The Godfather, Mad Men and even, How to Succeed in Business Without Really Trying. Even if the Netflix movie turns out to be complete shlock, it is sure to be a delightful venture as it features a large, talented cast including Melissa McCarthy, Jim Gaffigan, Amy Schumer, Hugh Grant, Max Greenfield, Christian Slater, Bill Burr, Daniel Levy, James Marsden, Jack McBrayer, Thomas Lennon, Bobby Moynihan, Adrian Martinez, Sarah Cooper and Fred Armisen.
“It’s a huge cast. I don’t know how it got so big,” Seinfeld said. “I remember that we had nobody for a long time. And then Hugh Grant called and said he heard about the movie, and he wanted to be Tony the Tiger. Then, the next thing I knew, everybody was in it, and it was incredible.” So, remember, if you’re ever casting a movie: Try to get Hugh Grant signed on as Tony the Tiger first.”
Unfrosted: The Pop-Tart Story debuts on Netflix on May 3, 2024, but until then, check out the following Pop-Tarts trivia to satisfy your sweet tooth.
The Many Flavors of Pop Tarts
Strawberry has always been the most popular flavor of Pop-Tarts. However, new flavors are created frequently. Some stick around for a while, others do not. (Image: Wikimedia)
Some flavors no longer with us include Chocolate Banana Split, Dulce de Leche, Dutch Apple, French Toast, Frosted Vanilla Crème, Guava Mango, Hot Chocolate, Mint Chocolate Chip, PB & J Strawberry, Peach Cobbler, Red Velvet and Strawberry Cheese Danish.
Some of the “limited edition” flavors in past years were in partnerships for various promotions including Ice Berry Blast (tied to the movie, Ice Age 2), Lava Berry Explosion (tied to the movie Star Wars: Episode III – Revenge of the Sith), Yum-Azing Vanilla (tied with a Spider-Man movie), Meow Berry (tied to Hello Kitty), 2012 Team USA (tied to the Olympics team with a mixed berry filling inside a redish pastry), A&W Root Beer, Orange Crush and Dunkin’ Donuts Chocolate Mocha and Vanilla Latte, and Jolly Rancher flavors.
Some of the oddest flavors to have ever been created have been Watermelon, Blue Raspberry, Maple Bacon, Patriotart (wild strawberry and white crème stripes filling and topped with blue frosting and white stars and Mister-E (an “everything bagel” flavor) which was discontinued after two months when the company received numerous complaints – ouch. (Image: Flicker/Mike Mozart)
Pop-Tarts Timeline:
1970s: TV commercials for Pop-Tarts included the mascot Milton, a talking toaster.
1992: Kellogg’s was sued when a toaster caught fire because of a stuck Pop-Tart. Two years later, a professor at Texas A&M University Corpus Christi performed an experiment where a stuck Pop-Tart in a toaster caused flames to arise to about 18 inches high leading to more lawsuits. Today, box packaging states: “Due to possible risk of fire, never leave your toasting appliance or microwave unattended.”
2001: The U.S. Air Force airdropped 2.4 million Pop-Tarts and herbed rice to Afghanistan “to promote good will.”
2004: Pop-Tarts began airing the squiggly-line drawing “Crazy Good” TV ads.
2010: A “pop up” Pop-Tarts World store in Times Square included souvenirs, t-shirts, a and a café offering a Pop-Tarts sushi bar.
2023: A giant dancing strawberry Pop-Tart mascot was lowered into an even bigger toaster only to be devoured by the Kansas State Wildcats college football team during the Pop-Tarts Bowl game.
Enjoy Them at Home or On the Go
There are a few restaurants that include Pop-Tarts on their menus including Donut Crazy in West Hartford, Connecticut; Tj’s Burritos in East Granby, Connecticut; 5 Points Coffee and Tea in Cleveland, Ohio and The Root Cellar Cafe & Catering Pbo in Pittsboro, North Carolina. The chain, Carl’s Jr. tested a Pop-Tarts Ice Cream Sandwich in 2013.
As if Pop-Tarts weren’t treat all by themselves, the official Pop-Tarts website offers a few recipes including Chocolate-Cherry Whipped Sammies, Gooey Caramel Coconut Bars, Blueberry-Peach Cobbler, Brown Sugar Cinnamon Pop-Tart Pie, Apple Cranberry Pie and Overnight Cinnamon Pop-Tarts Casserole.
Main Image: Jim Gaffigan, Jerry Seinfeld, Fred Armisen and Melissa McCarthy (Netflix)
Writer of Pop Culture 
Leave a comment