Toaster pastry

Brands

• Toast'em Pop Ups: Toast'ems began production in 1964 under a General Foods 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.
• Nature's Path: Developing many flavors, Nature's Path creates organic toaster pastries.
• Pop-Tarts: Kellogg's quickly developed their own version, the now ubiquitous Pop-Tart, and released it in 1964.
• Toastettes: Nabisco 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.
• Toastables: The Quaker Oats Company, now a subsidiary of PepsiCo, produces "Toastables".
• Toaster Strudels: Pillsbury's Toaster Strudel 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.