Toaster pastry

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Toaster pastry
Type Pastry
Course Breakfast or snack

A toaster pastry is the generic name for a pastry that can be heated in a toaster. It is a convenience food, eaten for breakfast or as a snack. Toaster pastries have fillings flavored with fruit or other ingredients, such as chocolate or cinnamon.


  • Country Squares: Post introduced "Country Squares" in 1963.[1]
  • Pop-Tarts: Kellogg's quickly developed their own version, the now ubiquitous Pop-Tart, and released it in 1964. [2]
  • Toastettes: Nabisco (which is now owned by Kraft Foods) created their own toaster pastry called "Toastettes", to compete with Kellogg's Pop-Tarts. The brand, can be dated to 1967, were 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.
  • Toast'em Pop-Ups: Another competitor with Pop Tarts, "Toast'em Pop Ups," survives. Toast'ems began production in 1964 under a General Foods [Post] 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.[3]
  • Toastables: The Quaker Oats Company, now a subsidiary of Pepsico, produces "Toastables".[4]
  • Toaster Strudels: Pillsbury's Toaster Strudel[5] 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.