On September 14, 1964, the Kellogg’s Company began selling
the Pop-Tart. The innovative portable-breakfast-treat-turned-
anytime-snack would go on to sell billions annually and help
redefine the breakfast food market.

It all started when one of Kellogg’s biggest competitors, Post
Consumer Brands, trumpeted to the press that it had created
an innovative new breakfast item: a shelf-stable, fruit-filled,
handheld toaster pastry called “Country Squares.”

It sounded like the ultimate grab-and-go convenience food.
Anticipation ran high. Problem was, their pastry wasn’t quite
ready for market.

While Post dragged its feet on the actual product release,
Kellogg’s—having heard the announcement, rushed to push
out its own version.