Go to this guy's eBay store to check out the cool old ad art.


Memory Lane is now HOV.only.

Toast'em Pop-Ups. Mmmmmmmmm....
Another in the long line of General Mills starters on a field of one that wound up as also-rans.

Here's a timeline.

1964

Schulze and Burch (a baking concern in Chicago) produced a new product that General Foods had invented, called a Toaster Pastry that was marketed under the Toast'em® Brand.

1971

Schulze and Burch acquired the Toast’em® brand from General Foods.

1997

Toast’em Pop-Ups Toaster Pastries were reformulated, creating a new proprietary flavor system resulting in a superior taste and a more moist filling.

So, the original wasn't good enough...they had to make them better. Problem is, they're not better. They are different, sweeter, with an indistinct flavor. "It's red and gooey. This must be STRAWBERRY!". Yummy.

Toast 'Ems started out as "Post Country Squares". Hear what Carolyn Wyman saith:

September 14,1964, Kellogg had a competitive toaster pastry called Pop-Tarts in stores....Kellogg won the Zeitgeist sweepstakes when the name Pop-Tarts, chosen for the way they popped out of the toaster, turned out to echo a pair of 1960s cultural movements, pop music and pop art. Post, by contrast, was stuck with Country Squares, a doubly corny name made all the worse since the Beatles had arrived in America less than two weeks before they hit the market. (Post later changed the name to Toast ’em Pop Ups.)

Amazing. Then, Nabisco came out with Toastettes, blah, blah. (They didn't even do the obvious and have a leggy Toastette dance around. You know, like the cigarette ads from the 50's.)

I want an Eggo....