Jackson Reed
Post Consumer Brands' Country Squares were the company's version of a breakfast pastry, released in February 1964. The product was an intermediate moisture food with grape, strawberry, blueberry, and orange pineapple tartlets that could be kept slightly moist without spoilage. Despite being the first to come up with the idea, Post's breakfast pastry was not as successful as Kellogg's Pop-Tarts, which were released within six months of Post's announcement.
| Characteristics | Values |
|---|---|
| Name of the breakfast pastry | Country Squares |
| Company | Post Consumer Brands |
| Year of Launch | 1964 |
| Flavours | Grape, strawberry, blueberry, orange pineapple |
| Renamed | Toast'em Pop-Ups |
| Sold to | Schulze and Burch Biscuit Company |
| Year of renaming | 1965 |
| Movie based on | Unfrosted |
| Founder | Charles Post |
Explore related products
What You'll Learn
Post's Country Squares was the first breakfast pastry
Post Consumer Brands released the first breakfast pastry in February 1964. The pastry was called Country Squares and was unveiled to the press and select test markets. The idea was revolutionary as it was an "intermediate moisture food" that could be kept slightly moist without spoilage. The grape, strawberry, blueberry, and orange pineapple tartlets were a hit, but the company did not think it was ready for a widespread release, which proved to be a mistake.
Kellogg's, looking to compete, hired new talent and rushed their version of the breakfast pastry to the shelves. Within six months of Post's announcement, Kellogg's released Pop-Tarts, which became a massive success. Post Consumer Brands proceeded with the release of Country Squares, but the name couldn't compete with its rival. In 1965, the name was changed to Toast'em Pop-Ups, but the product still struggled against the Kellogg's version.
The surprising reason Pop-Tarts even exist can be attributed to William E. LaMothe, "Doc" Joe Thompson, and William Post, who is credited as the Pop-Tart creator. Kellogg's piggy-backed off of Post's delayed idea and devised a mass-marketing plan. The product had ventilation holes, rounded edges, a diagonal crimp down the middle, and a very different name. Initially dubbed Fruit Scones, the product didn't perform well with adults, so it was rebranded with the kid-friendly title of Pop-Tarts.
Today, Country Squares are still sold in grocery stores as Toast'em Pop-Ups. The story of the breakfast pastry rivalry between Post and Kellogg's inspired the 2024 Netflix film "Unfrosted," starring Jerry Seinfeld. The film is a fictionalized account of the true story behind the development of the Pop-Tart and its competitor, Country Squares.
Del Taco Breakfast Hours: When Does Breakfast End?
You may want to see also
Explore related products
Kellogg's Pop-Tarts were released 6 months later
Post Consumer Brands was the first company to come up with the idea of a breakfast toaster pastry, which they called Country Squares. In February 1964, Post announced the creation of their new breakfast item: a shelf-stable, fruit-filled, handheld toaster pastry. However, they delayed the release of their product, which proved to be a crucial mistake.
Kellogg's, one of Post's biggest competitors, rushed to bring their own version of the breakfast pastry to market. Just six months after Post's announcement, in September 1964, Kellogg's released Pop-Tarts. The product was initially called "Fruit Scones," but this name was not well-received by the adult market. As a result, Kellogg's quickly rebranded the pastry "Pop-Tarts," drawing inspiration from the Pop Art movement of the time.
The new name, combined with a test release in Cleveland with four original flavors (blueberry, strawberry, apple currant, and brown sugar cinnamon), led to the instant success of Kellogg's Pop-Tarts. The company sold out of its 45,000 test cases, and sales continued to be robust. Just three months after its debut, Kellogg's had to issue an apology for not making enough Pop-Tarts to meet demand.
Pop-Tarts went on to become a massive success, selling billions annually and redefining the breakfast food market. Meanwhile, Post's Country Squares struggled to compete with the catchy and similar name of "Toast'em Pop-Ups." In 1971, Post Consumer Brands sold its toaster pastries to the Schulze and Burch Biscuit Company. Today, Country Squares can still be found in grocery stores under the Toast'em Pop-Ups name.
Sleep Inns Breakfast: Do They Serve Waffles?
You may want to see also
Explore related products
Post's Country Squares was renamed Toast'em Pop-Ups
Post Consumer Brands released the first fruity toaster breakfast pastry in February 1964. The product was dubbed an "intermediate moisture food" and came in grape, strawberry, blueberry, and orange pineapple flavours. However, Post Consumer Brands ultimately decided not to proceed with a widespread release, which proved to be a costly mistake.
Kellogg's, looking to compete, hired new talent and rushed their own version of the product to market. Within six months of Post's announcement, Kellogg's had released their Pop-Tarts. The Pop-Tart was released in 1964 in four flavours: strawberry, blueberry, brown sugar cinnamon, and apple-currant.
Post's product, initially called Country Squares, was very similar to Pop-Tarts. However, the lacklustre name couldn't compete with its rival, and the product was rebranded only a year after its release. In 1965, Post announced that Country Squares would be renamed Toast'em Pop-Ups, hoping that the new name would help the product fare better against Pop-Tarts, which were flying off the shelves due to massive demand.
Despite the name change, Post Consumer Brands ultimately sold its toaster pastries to the Schulze and Burch Biscuit Company in 1971. Today, the product is still sold in grocery stores under the name Toast'em Pop-Ups. The story of the competition between Post and Kellogg's in the breakfast pastry market was loosely adapted into the 2024 Netflix film "Unfrosted", starring Jerry Seinfeld.
FireKeepers Casino Breakfast Buffet: What You Need to Know
You may want to see also
Explore related products
Pop-Tarts were heavily marketed toward kids
Post Consumer Brands was the first company to come up with the idea for a breakfast toaster pastry. They called it Country Squares. However, Kellogg's rushed to develop their own version, hiring Bill Post, a former Keebler employee, and released it in 1964. The product was initially called Fruit Scones, but the name was soon changed to Pop-Tarts, inspired by the Pop Art movement.
Pop-Tarts were heavily marketed towards children, who were seen as a "new frontier" in marketing. Before the early 20th century, children were viewed as "small adults", often starting work as soon as they were teenagers. However, after the baby boom, children began to stay in school longer and started consuming TV programming. This made them a new market that companies could appeal to.
Pop-Tarts' marketing strategy included creating cartoon characters that could be put on cereal boxes and advertising during television shows that children watched. The "Crazy Good" campaign, introduced in 2004, featured a singing lizard and a group of children, called the "crazy-good kids". The ads used squiggly animation, surrealist humor, and non-sequiturs, resembling the work of animator Don Hertzfeldt.
Pop-Tarts have also been released as a cereal, inspired by people breaking their Pop-Tarts into pieces and eating them with milk. The "Crazy Good" phrase was developed to appeal to a new generation of Pop-Tart fans.
Crowne Plaza Virginia Beach: Breakfast Options Explored
You may want to see also
Explore related products
Pop-Tarts were inspired by Post's Country Squares
Pop-Tarts, the popular breakfast pastries, were inspired by Post's Country Squares. Post Consumer Brands first released the Country Squares, a fruity toaster pastry, in February 1964. The product was unveiled to the press and select test markets, with flavours like grape, strawberry, blueberry, and orange pineapple.
However, Post Consumer Brands made a crucial mistake by announcing their product before it was ready for the marketplace. This delay proved costly as their biggest competitor, Kellogg's, seized the opportunity to develop their own version. Kellogg's hired Bill Post, a former Keebler employee, and created their breakfast pastry in just four months.
Kellogg's initially called their product Fruit Scones, but it didn't resonate with the adult market. They quickly rebranded it with the kid-friendly name Pop-Tarts, inspired by the Pop Art movement. Pop-Tarts were an instant success, and Kellogg's sold out of their original flavours in just two weeks.
Post Consumer Brands continued with their Country Squares product, but the name struggled to compete with the catchy and trendy Pop-Tarts. In the mid-1960s, Post Consumer Brands rebranded their product as Toast'em Pop-Ups, hoping to ride on the coattails of the Pop-Tarts success. Despite this effort, they couldn't replicate the massive demand that Kellogg's Pop-Tarts were enjoying.
The rivalry between Kellogg's and Post Consumer Brands in the breakfast pastry market is well-known, even inspiring a Netflix film, "Unfrosted," which showcases the entertaining battle between these two breakfast food giants. Today, Pop-Tarts have become a staple, with dozens of flavours and limited-edition varieties, while Country Squares, now known as Toast'em Pop-Ups, can still be found on grocery store shelves, a testament to their enduring popularity.
Cottage Cheese Breakfast: Healthy, Quick, and Easy Combos
You may want to see also
Frequently asked questions
Yes, Post Consumer Brands released the first fruity toaster pastry in February 1964. The pastry was called Country Squares and was the main competitor of the Pop-Tart.
The original flavours included grape, strawberry, blueberry, and orange pineapple.
Yes, Country Squares are still sold in grocery stores today under the name Toast'em Pop-Ups.
