Toast'em Pop Ups
Toast'em Pop Ups is a toaster pastry brand, currently produced by the Schulze and Burch Biscuit Company. 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." 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. History. In 1963, Post invented a way to keep moist foods from spoiling, by using foil or Mylar wrappers. They initially used this for wet 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. 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 Schultz and Burch Biscuit Company, which still produces Toast'em Pop Ups today. Products. Toast'em Pop Ups are currently produced in seven flavors, available throughout most of the US and parts of Canada.