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Kellogg’s launched their space-age convenience food, Pop-Tarts, on 14th September, 1964.
In a cheeky bit of corporate one-upmanship, the cereals company had beaten their arch-rivals, Post, to supermarket shelves: Post’s product “Country Squares” was actually announced first, but couldn’t gain ground on Kellogg’s copycat product.
Culturally, Pop-Tarts arrived at just the right moment. Women were working outside the home, households were busier, and convenience was becoming fashionable instead of shameful. Why crack eggs or even pour milk when you could shove something into the toaster and have a ready-to-eat treat? And, thanks to World War II ration-pack technology, Kellogg’s pastry stayed shelf-stable, foil-wrapped, and virtually indestructible. Parents loved the time-saver, kids loved the sugar, and advertisers loved the chance to blast psychedelic Pop-Tart ads across colour TVs.
In this episode, Arion, Rebecca and Olly discover which four flavours were available at launch; consider the role of nostalgia in the durability of the brand; and explain why Pop-Tarts are the connoisseur’s choice for nuclear armageddon…
Further Reading:
• ‘The Contentious History of the Pop-Tart’ (Smithsonian Magazine, 2024): https://www.smithsonianmag.com/innovation/the-contentious-history-of-the-pop-tart-180984270/
• ‘Post vs. Post: The Real-Life Breakfast Betrayal Behind ‘Unfrosted,’ Netflix’s Pop-Tarts Movie’ (Mental Floss, 2024): https://www.mentalfloss.com/posts/unfrosted-movie-true-story-pop-tarts-invention
• 'Milton The Toaster' (Kellogg’s, 1975): https://www.youtube.com/watch?v=_L2nodU5pYY
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The Retrospectors are Olly Mann, Rebecca Messina & Arion McNicoll, with Matt Hill.
Theme Music: Pass The Peas. Announcer: Bob Ravelli. Graphic Design: Terry Saunders. Edit Producer: Ollie Peart.
Copyright: Rethink Audio / Olly Mann 2026.
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