Pop-Tarts (stylized as pop•tarts) is a brand of toaster pastries produced and distributed by Kellanova (formerly Kellogg's) since 1964, consisting of a sweet filling sealed inside two layers of thin, rectangular pastry crust. Most varieties are also frosted. Although sold pre-cooked, they are designed to be warmed inside a toaster or microwave oven. They are usually sold in pairs inside Mylar (previously foil) packages and do not require refrigeration.
Pop-Tarts is Kellogg's most popular brand to date in the United States, with millions of units sold each year. They are distributed mainly in the United States, but are also available in Canada, the United Kingdom, Ireland, Australia and New Zealand.
Pop-Tarts are produced in dozens of flavors, plus various one-time, seasonal, and "limited-edition" flavors that appear for a short time.
History
In the early 1960s, Kellogg's biggest competitor, Post, invented a process for dehydrating food and enclosing it in foil to keep it fresh—first used for dog food—and adapted it to its new toaster-prepared breakfast pastry. Intended to complement its cold cereals, Post announced its new product to the press in 1964 before they went to market, calling them "Country Squares".
Because Post had revealed Country Squares before they were ready for the marketplace, Kellogg was able to develop its version in six months, being created by a former Keebler employee named Bill Post. Initially called Fruit Scones, the name was soon changed to Pop-Tarts as a pun on the then popular Pop Art movement. The product, advertised by an animated, anthropomorphic toaster named Milton, became so popular that Kellogg could not keep up with demand. The first shipment of Pop-Tarts to stores sold out in two weeks, and Kellogg's ran advertisements apologizing for the empty shelves. This only increased demand for the new product.
The first Pop-Tarts came in four flavors: strawberry, blueberry, brown sugar cinnamon, and apple currant, which was soon renamed apple-berry. Originally unfrosted when first introduced in 1964, it was later determined that frosting could withstand the toaster, and the first frosted Pop-Tarts were released in 1967. As of 2021, there are over 20 standard Pop-Tart flavors, including hot fudge sundae, s'mores, raspberry, and grape.
Pop-Tarts were introduced with fairly substantial marketing to the United Kingdom in the early 1990s. Chocotastic and Strawberry Sensation are available in most major UK supermarkets.
The United States military airdropped 2.4 million Pop-Tarts in Afghanistan during the initial attack in 2001.
A temporary Pop-Tarts store opened in New York City in 2010; it was operational until December 31 that year.
, sales of Pop-Tarts had increased for 32 straight years.
In 2023, Pop-Tarts became a product of Kellanova following the spinoff of Kellogg's breakfast cereal operations into WK Kellogg Co.
Products
Kellogg's keeps between 20 and 30 flavors in production at any time, and is constantly testing and trying new flavors to meet shifting consumer tastes.
Standard flavors
Pop Tart's core flavors have been unchanged for over 30 years and include favorites such as frosted strawberry and brown sugar cinnamon. In addition, Kellogg's is constantly introducing new flavors into regular production and removing ones that do not sell well. In 2020, they introduced three new Pretzel flavors while ceasing production of most of the 'wild' flavor line.
Seasonal flavors
Kellogg's produces some flavors for a short time every year, to coincide with seasonal or holiday events. Some examples include Pumpkin Pie, released every Fall since 2011, and Red White and Blueberry, brought back every summer since 2012.
Limited flavors
Limited flavors are produced for a short time, a few months or less, and usually have a "Limited Edition" banner on the box. They are sometimes made in cooperation with another food brand. Dunkin Donuts, Jolly Rancher, and A&W Root Beer have collaborated with Kellogg's to create limited-edition branded Pop-Tart flavors. They have also worked with other Kellogg's brands to make Froot Loops and Eggo flavored Pop-Tarts.
Occasionally a limited flavor will sell so well that Kellogg's will keep producing it longer or make it a regular flavor. Red Velvet was initially released as a limited flavor in 2013, but sold so well that it was kept in production until 2017 and returned as a standard flavor in 2021.