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.

William Post (June 27, 1927 – February 10, 2024)

The former Keebler employee created Kellogg’s
own breakfast pastry in just four months.