Avery Collins
Post's Country Squares, also known as Toast'em Pop-Ups, were breakfast pastries that predated Kellogg's Pop-Tarts. The product was initially called Fruit Scones, but the name was changed to appeal to a younger market. Post's breakfast pastries were a hit with William Post's children, and the original flavours sold out. Despite this early success, the product was rebranded as Toast'em Pop-Ups in the mid-1960s, and the company sold the rights to their toaster pastries in 1971.
| Characteristics | Values |
|---|---|
| Name of the pastry | Country Squares |
| Name of the company | Post Consumer Brands |
| Competitor | Kellogg's Pop-Tarts |
| Original name | Fruit Scones |
| Flavours | Strawberry, blueberry, brown sugar cinnamon, and apple currant |
| Sold to | Schulze and Burch Biscuit Company |
| Current name | Toast'em Pop-Ups |
| Founder of Post | William "Bill" Post |
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What You'll Learn
William 'Bill' Post invented Pop-Tarts
While William "Bill" Post is widely credited as the inventor of Pop-Tarts, the popular breakfast pastries were actually developed by the Kellogg Company. Post, Kellogg's biggest competitor, invented a process for dehydrating food and enclosing it in foil to keep it fresh. They initially used this process for dog food but wanted to expand their breakfast market.
Post announced to the press in 1964 that they had created an innovative new breakfast item: a shelf-stable, fruit-filled, handheld toaster pastry called "Country Squares." However, their product wasn't quite ready for the market, and Kellogg's rushed to develop and release their own version first.
Kellogg's hired Bill Post, a former Keebler employee, to create their own breakfast pastry in just four months. The pastry was initially called "Fruit Scones," but the name was changed to "Pop-Tarts" as a pun on the then-popular Pop Art movement. Pop-Tarts became an instant hit, and Kellogg's soon struggled to keep up with the demand.
The first Pop-Tarts came in four flavors: strawberry, blueberry, brown sugar cinnamon, and apple currant (later renamed apple-berry). Pop-Tarts were originally unfrosted, but Kellogg's developed a frosting that could withstand the toaster, and the first frosted Pop-Tarts were released in 1967. Sprinkles were added to several flavors in 1968.
Over the years, Pop-Tarts have become a beloved breakfast and snack option, with dozens of flavors available, including limited-edition and seasonal varieties. The brand has continued to innovate, releasing Pop-Tarts cereal, snackable Pop-Tarts Bites, and unique flavors like PB&J and hot fudge sundae.
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Post's Country Squares was the first breakfast pastry
The idea for a breakfast toaster pastry was conceived by Kellogg's executives, who approached Post in 1963 with the concept for a new breakfast pastry that could be toasted. Post's research and development department figured out a way to keep fruit filling moist while preventing the growth of spoilage-causing bacteria. This technology had previously been used to make Gaines Burgers.
The obvious next step was to create a fruit-filled pastry that could be stored or shipped without refrigeration. On February 16, 1964, Post unveiled its new product, Country Squares, to the public. The food industry and the business press were abuzz with excitement, and grocers eagerly awaited the product. However, Post was slow to get Country Squares into stores, and in September 1964, just six months after the public unveiling of Country Squares, Kellogg's launched its own version, initially called "Fruit Scones". These were later rebranded with the more kid-friendly name "Pop-Tarts", inspired by Andy Warhol's pop art.
Despite the success of Pop-Tarts, Post Consumer Brands stuck with Country Squares. The name was considered lacklustre, and in 1965, the product was rebranded as Toast'em Pop-Ups. However, the new name couldn't compete with its rival, and in 1971, Post Consumer Brands sold its toaster pastries to the Schulze and Burch Biscuit Company. Today, Country Squares are still sold in grocery stores under the name Toast'em Pop-Ups.
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Kellogg's Pop-Tarts were released later
William "Bill" Post, who worked for the Michigan-based Hekman Biscuit Co. (later known as Keebler Co.), is credited with inventing the Pop-Tart. In 1963, Kellogg's approached Post with the idea for a new breakfast pastry that could be toasted. Post's obituary states that he "assembled an amazing team that developed Kellogg's concept of a shelf-stable toaster pastry into a fine product that we could bring to market in the span of just four months."
Pop-Tarts debuted with four original flavours: strawberry, blueberry, brown sugar cinnamon, and apple currant. The product was a massive success, and Kellogg's sold out of the original flavours.
Post's Country Squares, on the other hand, initially struggled in the market. The product was first called "Fruit Scones," which did not perform well with adult consumers. It was then rebranded with the kid-friendly name "Pop-Tarts," inspired by Andy Warhol's pop art. Despite the name change, the product still lagged behind Kellogg's Pop-Tarts.
In 1965, Post changed the name of their product to Toast'em Pop-Ups, hoping to boost sales. However, the new name did not help, and Post Consumer Brands ultimately sold its toaster pastries to the Schulze and Burch Biscuit Company in 1971.
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Pop-Tarts were inspired by Andy Warhol's pop art
Pop-Tarts were first introduced by Kellogg's in 1964. The product was a sweet breakfast pastry that could be eaten cold or toasted and came in a variety of flavors. Pop-Tarts were the result of a race between two cereal giants, Kellogg's and Post, to develop a toaster pastry. Post had already created a similar product called Country Squares, but it was not ready for the market, allowing Kellogg's to beat them to the shelves.
The name "Pop-Tarts" was inspired by Andy Warhol's pop art, which was popular in the 1960s. The term "pop art" refers to both the art movement and the idea of pastries that "pop out of the toaster." This play on words was likely a significant factor in the product's success, as it appealed to children and teenagers, who were the target demographic for such a fun, sweet, and creative treat.
The association with pop art, and by extension, Andy Warhol, gave the product a catchy and playful name that contributed to its popularity. The bright and vibrant colors often associated with pop art may also have influenced the packaging and marketing of Pop-Tarts, making them stand out on shelves and further enhancing their appeal.
While the name "Pop-Tarts" was a clever marketing strategy, it is important to note that the product itself was not directly inspired by Andy Warhol's artwork. However, the reference to pop art in the name helped to create a fun and creative association with the product, which was in line with the spirit of the times and the target audience's desires.
In conclusion, while Pop-Tarts were not directly inspired by Andy Warhol's artwork, the product's name and associated marketing strategies drew on the popularity of the pop art movement, of which Andy Warhol was a key figure. This connection to pop art, whether intentional or not, played a significant role in the success and cultural impact of Pop-Tarts as a breakfast pastry.
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Post sold their toaster pastries in 1971
Post Consumer Brands was the first company to develop a fruity breakfast pastry that did not require refrigeration. In February 1964, Post announced that they would soon be releasing a new breakfast pastry, initially dubbed Fruit Scones. The product was renamed Country Squares, and it was the first fruity toaster pastry to be released to the press and select test markets.
Country Squares were an "intermediate moisture food," with flavours such as grape, strawberry, blueberry, and orange pineapple. The tarts could be kept slightly moist without spoiling, using a preservation technique inspired by dog food packaging. However, Post Consumer Brands did not think the product was ready for a widespread release, which proved to be a mistake.
Kellogg's, Post's rival company, rushed their Pop-Tarts to store shelves to compete with Country Squares. Pop-Tarts were released in 1964, and Country Squares sold very poorly in comparison. In 1965, Post changed the name of their toaster pastry to Toast'em Pop Ups, but this did not improve sales.
Finally, 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.
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Frequently asked questions
Yes, Post's breakfast pastry was called Country Squares.
Post's Country Squares was rebranded as Toast'em Pop-Ups in 1965 due to poor sales. The product was ultimately sold to the Schulze and Burch Biscuit Company in 1971.
The product's failure has been attributed to its name, Country Squares, which couldn't compete with its rival, Kellogg's Pop-Tarts.
No, William "Bill" Post is credited with inventing Kellogg's Pop-Tarts. Post worked as the plant manager for the Michigan-based Hekman Biscuit Co., later known as Keebler Co., when Kellogg's approached the company to create a new breakfast product.
