How Pop-Tarts Became A $1 Billion Breakfast Icon

For 60 years, Pop-Tarts has endured wars, natural disasters, health-conscious movements and recessions. Kellogg's - which split into Kellanova, for snacks, and W.K. Kellogg’s, for its cereal business, in October - saw Pop-Tarts bring in $1 billion in sales in 2022. Kellanova's top five snacking brands, Pringles, Cheez-It, Pop-Tarts, Eggo and Rice Krispies Treats, account for 50% of the company's net sales. While competitors such as Quaker, Nabisco and General Mills have attempted to contend with the beloved toaster pastry, none of those efforts has lasted. On Dec. 28, 2023, for the first time, college football teams will compete in the Pop-Tarts Bowl, where the winning team will receive a giant, edible Pop-Tarts mascot.
Chapters:
0:00 - 1:28 Intro
1:31 Chapter 1. A global snacking business
5:39 Chapter 2. Challenges
9:19 Chapter 3. What’s next
Produced and Shot by: Natalie Rice
Edited by: Evan Lee Miller
Senior Managing Producer: Tala Hadavi
Narration by: Ryan Baker
Animation: Christina Locopo
Additional Footage: Kellanova, Getty Images, AP Photo
Additional Sources: ABC News, Breakfast : A History, Heather Arndt Anderson, New Castle News, Newspapers.com, The Akron Beacon Journal, The Daily News, The Washington Post
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How Pop-Tarts Became A $1 Billion Breakfast Icon

[@jamiemason2003]

Pop Tarts are a dessert. They need to be presented as a dessert snack, not a breakfast item, especially for children. Pop Tarts are put next to cereal and granola bars.

[@rachelle2227]

Cereal and granola bars aren’t really the healthiest either.

[@jamiemason2003]

@@rachelle2227, no, they're not but people perceive granola and cereal brands as healthy, even the brands that are just sugar in a bar or a puff.

[@melissacooper8724]

I consider granola bars to be a snack. The same goes for Pop Tarts.

[@zwopkrpowpq]

I dare the CEO to eat a poptart as breakfast every day and see what happens to his health long term 😂

[@eddiew2325]

I created a new line called fart tarts where I baptize the tarts with my farts

[@specialk9999]

Should have to do that as punishment for making people overweight and giving them diabetes

[@ChakadowGabe]

Who on earth would eat that every morning? It’s a treat and should be treated as such. It’s not companies responsibility to make consumers make smart choices

[@tikifreaky5204]

@@ChakadowGabepoor parenting. Parents actually give these to their kids everyday.

[@ZombieBarioth]

@@ChakadowGabeNo its not, but they are responsible for their advertising, which is at least part of the problem. You could say the same about most breakfast cereals.

[@ItsMeHammie]

That ceo has never eaten a pop tart in his life 😂

[@RenoPoker]

Pop Tarts are a great camping treat. Browned on a grill over a small fire they taste much better than when cooked in a toaster.

[@Jinchuricki27]

The first thing I think about when I hear Pop Tarts is that pop tarts are not food.

[@Anolaana]

Yeah, the "pastry" is like cardboard-y and grainy. It tastes like they mixed wood pulp into it so that's why they had to put so much sugar in there.

[@kutter_ttl6786]

Just read that Bill Post, the inventor of the Pop Tart, just passed away at 96. RIP, you were part of many people's childhood.

[@joshuadoncouse5432]

Am I the only one who would eat these straight out of the wrapper "uncooked"?

[@arfriedman4577]

I've eaten them from the wrapper too.

[@Almighty_Mage]

I would eat them exclusively that way

[@MarcAnthem]

I can’t remember the last time I toasted a pop-tart. I eat ‘em straight out of the foil

[@jaanifilmwala]

00:05 Pop-Tarts: A $1 Billion Breakfast Icon 01:46 Bill Post created and tested Pop-Tarts for Kellogg's in 1963. 03:05 Kellogg's Pop-Tarts became a breakfast icon with successful marketing campaigns. 04:20 Pop-Tarts success and its impact on Kellanova's snack division. 05:34 Pop Tarts has withstood challenges and maintained affordability. 06:55 Pop-Tarts faced challenges but continues to thrive in the market. 08:08 Pop-Tarts has maintained strong market dominance with minimal competition. 09:36 Kellanova aims for global expansion with focus on product features by 2026 You Can't Judge A Video By Its Cover. you can by its first few chapters and certainly by its last.

[@tf8187]

As a child who didn’t know any better I loved pop tarts and toaster strudels, now as an adult I am fully aware how poisonous both of these foods are and I try my best not to eat them.

[@eddiew2325]

I was trying desperately to poison my ex with pop tarts but alas she is still alive

[@antoine3ng]

they’re darn tasty tho

[@chriswright8074]

What do you mean

[@tf8187]

@@eddiew2325 keep feeding him sugar and processed foods overtime and slowly but surely they are both linked to our overall health.

[@tf8187]

@@chriswright8074 sugar and processed foods. Feel free to do your own research.

[@screwthenet]

I used to eat pop tarts as a kid, but I only had the bland ones at first sometimes. my mom was careful what she bought for me, like no white bread, only whole wheat bread. But it was tough making money as a single parent and I had eating issues. Dad was a health foodie looong before it became mainstream, and it could be...tough lol. By the mid 1990s I saw the frosted ones, not remembering if I ever had em at a friends hosue or wherever, but I do recall eating them and loving the strawberry frosted pop tarts by 1995/ 1996. Sometimes I eat em, but these days as I am getting on in years, I gotta watch me health lol. :P At this point, I can just bake cinnamon rolls and put icing on em...but sometimes im o still buy some pop tarts ngl :P

[@PeakVT]

It's hard not to crave flavored sugar, but Poptarts are highly processed food and nobody should be eating them, least of all children.

[@tf8187]

So true

[@R-Herbert-Schwarz]

True !!!

[@chriswright8074]

Meaning what

[@yeetboi268]

nuh uh, my metabolism is superior so its fine

[@tf8187]

@@yeetboi268 how’s nothing to do with metabolism and more to do with the effects of your overall health sugar and ultra processed foods feel free to do your own research.

[@LittleMissSunshine721]

My favorite is S’mores. 😋

[@guardshack9865]

Why the icing doesn't melt...a mystery for another day.

[@tf8187]

Good point

[@jaker3151]

It's a very dry sugar mixture, sugar has a high melting point, and it's also not in the toaster for very long. It's like trying to melt granulated sugar, if you heat it for long enough it will probably burn before it melts.

[@ScooterCat64]

It's because it's not actually icing

[@Amocles]

Why the hell can't we make them with whole grains, fruit pulp with fiber, and stevia instead of sugar as an additive? I can't wait for consumers to evolve intellectually and demand more food in our "food".

[@roxcyn]

Good points there. I bet Kellanova doesn't want to spend all that money to make a better product.

[@zrr1107]

They have versions like that. Not “Poptart” brand though. They are unpopular

[@Amocles]

@@zrr1107 how do we make them popular?

[@apl175]

I always found them sickly sweet, and all of the flavors tasted the same: overwhelming sweetness.

[@Ottophil]

@@derek4412they are really good with cold water

[@lukecwolf]

@derek4412 I think that's the most fascinating part: it's to me simultaneously overwhelmingly sweet and bland. So sweet i can't enjoy it, and too dry and bland to enjoy eating more.

[@ianray8823]

You could tell me that Brown Sugar Cinnamon pop tarts are actually Soylent Green and I'd still say hell yeah best flavor

[@_Konrad_]

Americans eating sweets and calling it breakfast. Name a more iconic duo

[@KinGizzard]

I just bought some on Saturday! It is my first box of them in probably 10+ years!

[@mikeshafer]

"Everybody needs sugar for energy" --Poptart developer... lol... sugar is one of the most lethal substances we consume.

[@Vorticough]

only added sugars natural sugars are healthy

[@sergioortiz8219]

@@Vorticough sugar is sugar, doesn't matter how you get it. What matters is how freely available it is to the body, which is why sugar in unprocessed fruits (which are full of fiber) is nowhere near as bad as sugar in soda, because it's absorbed slowly. But, if you put those fruits in a blender to make a smoothie, then all the sugar is released and made immediately available, and then it's no different from soda. So it's not really a question of "natural".

[@dautube]

Everything in moderation. Pop Tarts are amazing!

[@123RADIOactive]

Seeing how I have never eaten this I see this as an absolute win.

[@tioswift3676]

It’s def a win. They’re like 500 calories of sugar and refined oils…I wouldn’t give one to my dog.

[@123RADIOactive]

@AndyGKaufman…… you cared enough to comment & telling everyone how no one cares 😅lol If that’s the case, why comment? 😅

[@TheJoStephan]

So, basically, Kellogg’s can Thank Seinfeld!👏🏼👏🏼👏🏼

[@robertskolimowski7049]

Ppl eating it don't even realise how duped they've been by this whole ruthless industry:(

[@weirdshibainu]

Pop Tarts are great for hiking and backpacking

[@caesarq7513]

I keep pop tarts in my car to pass out to homeless people. They don’t melt in the summer or freeze in the winter. Don’t need refrigeration. Are inexpensive. Individually wrapped so they don’t worry that the food is dirty or tampered with. Hardly take up any space. And the fact they are high in carbs is what they need. And are a great comfort and nostalgic food. Their faces light up when I give it to them. I mean who doesn’t like a pop tart. ❤

[@jimbojimbo6873]

Ah yes give homeless people heart attacks

[@rob2049]

Thank you for helping the homeless, but Pop Tarts are not considered "food"

[@kimmuller4610]

Don't get me wrong, it's amazing that you are helping people. But why not a healthier alternative like an Apple or a Banana?

[@caesarq7513]

@@kimmuller4610 because fresh good goes bad.

[@altair4849]

i remember as a kid, i took one bite and that was all that was needed for me to not take another one

[@misici]

Me too! I ate one from a vending machine and thought it was gross

[@tioswift3676]

Smart kid 😂😂

[@eyebeebak]

YEA my boss had a PopTart box in his desk drawer and he gave me one like something very precious. I took one bite and wanted to puke on his desk. I never touched another PopTart again in my life.

[@robertskolimowski7049]

As the U.S. is getting wiser🤞 about their food choices, poor and 'unaware' ppl in Latin America are the greedy corporations' next target:(

[@kb9826]

Hey mom, will you buy me some health issues in a rectangle?

[@dstutz]

I'd probably buy a lot more of these things if they made a version of them without high fructose corn syrup

[@TheMAM]

Yeah seriously

[@Dangic23]

Pop Tarts always disappoint once you finish eating the 2. I always think “well that was a waste of eating “

[@LR-mh8hs]

They go for the kids because they are innocent so it's up to us parents to protect them. The government won't because they are in cahoots with the rich and the corporations. Parents beware and protect your kids! Teach them about healthy living by example.

[@arfriedman4577]

I ate the chocolate pop tarts with the white filling, the cookies and creme, frosted choc fudge, hot fudge sunday, smores and blueberry.

[@grantmichael6678]

the way that i watch every single video like this that y’all post… even though deep down i don’t think i really care about the history and future of pop tarts. but i just feel the need to know now that you’re offering to tell me. these videos are quite genius i fear

[@nikog2282]

i never understood the obsession with these while I lived in the US. They literally taste like oversweetened poison.

[@hiimjustin8826]

Poptarts are sorta something I'd assume to be dying

[@audreypearl7833]

As a pop tart lover; what’s it going to take to get the flavor on the wrappers??

[@ninjanerdstudent6937]

I have tried it decades ago, but I prefer non-dessert breakfasts.

[@jensumayer]

"It's not a meal or meal replacement". That's corporate speak to gloss over how unhealthy they are. Look at how they are marketed and used in the real world. "It will make the kids get up" or "I was about to take you to school." In a lot of poor households this is still the only breakfast kids will see, because it is shelf-stable and cheap. Available in America's food deserts at the dollar store.

[@dstutz]

There are plenty of healthy foods that are not a meal or meal replacement... like an apple, for example. I don't think it's corporate speak for anything, they're just saying what category it belongs to

[@jensumayer]

@@dstutz ...but what they say does not match how they advertise the product. They are disclaiming responsibility for how unsuitable it is as a breakfast, basically saying mothers make those decisions using our product not as intended, but at the same time their commercials imply that the product is to be used as a breakfast item. It's like vaping companies claim that their products are for adults only while marketing flavors that they know to be especially attractive to youth, hooking them early.

[@remoskins1437]

I ate them for years. Then I learned about high fructose corn syrup. Also, the last time I ate a blueberry pop tart it seemed to have lost its tangy flavor and became flat. I no longer eat them because of the sugar content. I'm older now and know better.

[@Gonzoweirdo1]

The edible pop tarts mascot brought me here! Dreams really do come true!

[@a.randolph8112]

I'm 46, tried a pop tart once and hated it. Was like eating sugary cardboard. I thank my parents for never buying this crap while growing up.

[@philippebarillecavalier9275]

My mom bought some when I asked, after seeing ads where kids seemed to greatly appreciate those, and my reaction was like what you describe, unappealing synthetic substance. It means my mom did a good job in conditioning me to eat normal food.

[@muqarabawan8200]

Love the videos concept like business insider

[@kc_1018]

Too sweet for me and I don't like eating sweets for breakfast.

[@doggodiggo7985]

How much does a package cost in the u.s.?

[@Atem_S.]

Pop tart or Toaster Strudels are goated!

[@tonpetitami]

Poisoning children with sugar is literally one of the founding principles of USA, Inc.

[@mietmusic]

I wish Pop-Tarts were sold here in Japan.😃Using red bean paste, matcha, mochi, etc.

[@hollow_w33n]

...just buy taiyaki?

[@arfriedman4577]

Write the kellogs ceo

[@Immortal-Daiki]

I'm not American, but I absolutely love Pop Tarts

[@galimirnund6543]

I remember when pop-tarts had A LOT of filling inside, they were thicker. Now, it's like they spray paint the filling on.... I don't buy them anymore.

[@roberthopkins3621]

No one ever said Pop tarts were health food. They are fine in moderation.

[@downey416Toronto]

I love love the double chocolate & chocolate chip cookies pop tart

[@josephcarland]

As a person from Ireland. The last time I heard pop-tarts back in the 90's. I though they went away.

[@Gonzoweirdo1]

Dreams really do come true the edible mascot!

[@MrChaplain]

I literally just tried them for the first time (cinnamon and brown sugar) and yeah I can definitely see why they are so "pop-ular" lol

[@zrr1107]

As a 30 year old man , I don’t care how bad they are, sometimes I feel like getting pop tarts

[@edvaira6891]

I prefer Toaster Streudel…just think they taste better

[@TruthFLA]

They were so proud of the product during the customer cost segment but never mentioned how they made the product smaller and charge more for the smaller product.

[@allythearts5439]

Has anyone ever tried making their own pop tart ?

[@megha6865]

When Kellogs replaced healthy breakfast with cornflakes, cereals, poptartd.

[@tallabamahassee659]

I prefer to think of what a standup comedian (I think Billy Crystal) once said: "God gives us the most perfect thing to eat for breakfast - strawberries - but we turn them into Pop Tarts!"

[@nickinoelle5331]

I never had pop-tarts and never will because to me they look grossly sweet to me. Give me a Good Seed from Dave’s Killer bread smothered with plant based country crock butter…if I am super hungry I add mushed avocado on top, over easy egg, and sprinkle of black pepper. I am so glad I was introduced to healthy food at an early age. Thanks to my mom for feeding me bagel with strawberry cream cheese when I was younger instead of pop-tarts.

[@aspirationavenue]

I'm really surprised they didn't mention the shortlived Pop Tarts World in Times Square.

[@ivotedforbeanis8819]

toast ems came out a year earlier and is cheaper and tastes better

[@ivotedforbeanis8819]

toast em pop ups are way better and cheaper BS theres no competitor I always get toast ems instead they are cheaper and way better i always been buying those darned things they are so good

[@ivotedforbeanis8819]

they taste better and are way cheaper i always buying these darned breakfast pastries way taste better aslo cheapneer thean piptirts

[@ivotedforbeanis8819]

better darn always darned cheap taste way buying em darn these better they darned BS are way taste that these darned things.

[@Izzyarana]

I love toater strudels with strawberries jam inside with cream on top Pillsbury

[@sunny-sq6ci]

pop tarts are great cuz they're portable and super easy to prep

[@esonon5210]

I grew up pop-tarts and loved them even to this day. But despite the nostalgia I have for the treats I still know they are nutritionally terrible for me now and even back then.

[@caesandraseawell1518]

As an American I just wish these snacks had LESS sugar and salt-don’t use a chemical/diet substitute. JUST LESS of the bad stuff. There’s so much most would not miss it.

[@kineticstar]

We didn't eat pop tarts growing up. Even though we were poor we didn't have the money to splurge. Now, as an adult, I still dont buy them because when I did, they didn't match the hype. I didn't buy them for my family either. But, to each their own.

[@dawnhendershot7086]

I love the unfrosted pop tarts 😋😋

[@tashagermaine4755]

RIP Bill Post

[@CyborgZeta]

I don't think I've had a Pop Tart since I was a kid in the 1990's. Early 2000's, if I'm being generous. Now that I'm an adult, I'm even less reluctant to eat one. These things have a lot of sugars.

[@ronkirk5099]

The only time I eat these things is on backpacking trips (the triple crown - Pacific Crest Trail, Appalachian Trail & Continental Divide Trail), otherwise, I steer clear of over processed foods such as these and eat fresh fruits and vegetables and whole grains instead. Is it any wonder childhood diabetes and obesity are a problem in this country?

[@eltiolavara9]

at least we got nyan cat thanks to pop tarts

[@BrixerVision]

Rest In Piece Bill Post 🕊️

[@PVivekmca]

Pop tarts a day pop fart end of the week 😂😂😂😂😂

[@petermiller3774]

Pop tarts are the key to happiness

[@JonSnowsGhost]

I see chocolate chip pop tarts, I buy chocolate chi pop tarts. 😂

[@Ludwigf3110]

Until like 2 weeks ago I have never heard of Pop Tarts. There were some guys on my campus who gave away some goodie bags and Pop Tart was in every one of them. Here in Germany you can buy a lot of food with refined sugar etc. but to be honest I can't remember that I have ever eaten something that disgustingly sweet.

[@CHPadyx]

I just saw them in a super market in Switzerland. They were so unpopular, they put them on 75% off - and they still didn't sell 😂

[@indicool]

Frozen brown sugar cinnamon in the summer hits tho

[@benb9151]

I (a kid) always thought they were as healthy as an apple lol

[@rachelle2227]

Pop tarts are good, but they don’t taste good enough for how bad for you they are. I’d rather have some frozen custard, a donut, brownie, or cake if I want an indulgent treat, which I have about once a week. This habit and many other is how I lost 65 pounds last year…

[@BigO4747]

I eat pop tarts every day. I love pop tarts

[@davidbarahona5550]

It’s definitely a dessert lol

[@daartistboi]

Love ‘em

[@fourdaughterstransport5212]

Billions of pop tarts made only 3 whole pieces of fruit used to date

[@hi-tych]

How? They're nasty now. They were good when I was a kid.

[@Dark17731]

I wouldn't say they're nasty but they defo taste and look different nowadays compared to my younger years.

[@baronvonjo1929]

I kinda like pop tarts I just wish there were different though. Shouldnt be a breakfast food. Shouldn't be aimed so heavily for kids like it is. Also adults. I also always wondered if a bakery could make something better. But trying to do the same type of thing

[@MISTER_GOLD777]

Delicious ❤❤❤❤❤❤❤❤❤

[@eddyr1041]

Hmmmm pop tarts... nyum

[@albear972]

Dang! I haven't had one of those since 1988 or so, when I was 15. I honestly didn't know that they were such a big thing.

[@theadvocate4698]

Funny, as a 50 years old guy i never bought those...i have eaten them but never bought it...but i still remember the sugary taste...maybe a healthier version would be tempting? The basic idea is great, just make it less a candy...

[@jones192]

I eat one every other morning🤣. Mind ya business.

[@albertvillalobos1377]

I grew out of them. I used to eat the smore flavored ones with grilled cheese sandwiches. I'm tempted to grab a box of strawberries ones but it's too unhealthy I won't buy them

[@ivanpadilla1936]

They come from Denmark originally. They’re called Hindbærsnitter. It’s not American!

[@wunkle9523]

I loved 'em.

[@D.S.handle]

“A single strawberry poptart contains 16g of sugar, that’s more than half daily recommended amount for kids and adults.” A teaspoon of sugar is 4g, does it mean the recommended amount for kids-and even more so adults-to basically not drink more than a cup of tea with sugar (I am assuming that the standard serving is two teaspoons)?

[@ToddTinley]

I haven't eaten a Pop-Tart in 30 years. I'm 36 years old.

[@carnibenz8217]

I think a lot of the reason people like poptarts is nostalgia. I never ate them as a kid and to me they taste awful. They're mealy, overly sweet, and the red stuff inside has this weird chemical flavor. If poptarts never existed and were released as a new product today, they'd be a dud.

[@nick21501]

Pastries at the local donut shop are much better!

[@doom-mantia]

'Muh nostalgia'