Toast'em Pop Ups

Last updated
Toast'em Pop Ups
Product type Toaster pastry
OwnerSchulze and Burch Biscuit Company
Introduced1964;59 years ago (1964)
MarketsNorth America
Previous owners Post Holdings
A blueberry filled Pop Up Toast'em Pop Ups (8374680186).jpg
A blueberry filled Pop Up

Toast'em Pop Ups is a toaster pastry brand, currently produced by the Schulze and Burch Biscuit Company. [1] They have a sugary filling sealed inside two layers of thin, rectangular pastry crust, coated in frosting. They are sold in pairs in Mylar wrapping, do not need refrigeration, and are typically heated in a toaster oven or toaster before eating.


The product has no trans fat, and Schulze and Burch Biscuit Company claims that the products have "extra fruit filling." [2] The product's pastry and filling are said to have a "higher standard of production," and the company suggests that it has a 'state of the art' production facility. [2]


In 1963, Post invented a way to partially dehydrate foods to keep them from spoiling, by using foil or Mylar wrappers. They initially used this for dog food, sold under the name Gaines Burgers. In February 1964, Post announced they would soon release a new breakfast pastry using this method, which they named Country Squares. However, the announcement came well ahead of the company's ability to produce and distribute the product, during which time rival Kellogg's was able to release their new product, Pop Tarts. [3]

Country Squares sold very poorly compared to Pop Tarts, and Post changed the product's name to Toast'em Pop Ups in 1965. In 1971, Post sold the rights to the name and product to the Schulze and Burch Biscuit Company, which still produces Toast'em Pop Ups today. [4]


Toast'em Pop Ups are currently produced in eight flavors, available throughout most of the US and parts of Canada.

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  1. Patrick J. Boyle: 1929 – 2007 – Chicago Tribune
  2. 1 2 "TOAST'EM® The Original Toaster Pastry". Schulze & Burch Biscuit Company. 2009. Retrieved August 23, 2011.
  3. "Trivia — How long have we been munching on Pop-Tarts?". ArcaMax Publishing. July 17, 2006. Archived from the original on January 22, 2008. Retrieved October 8, 2009.
  4. Hymon, Steve (September 25, 1994). "Toasting an Icon – Chicago Tribune". Chicago Tribune . Archived from the original on November 9, 2021.

Further reading