What Happened To Post's Version Of The Pop-Tart: Are Country Squares Still Sold Today?

Summary Post's Country Squares made an impact in the Pop-Tart race before rebranding as Toast'em Pop Ups.

Schulze and Burch Biscuit Company continues to sell Toast'em Pop Ups, a product similar to Pop-Tarts.

Unfrosted: The Pop-Tart Story highlights the competition between Kellogg's and Post in the breakfast pastry market.

Unfrosted: The Pop-Tart Story explains that Post made their own version of the Pop-Tart, causing many viewers to wonder if the company's Country Squares are still sold today. While Unfrosted: The Pop-Tart Story mostly focuses on the development of Kellogg's Pop-Tart, that isn't the only breakfast food company that is highlighted in the film. The movie also looks at the competition of Kellogg's, with Post's Country Squares being the biggest one in Unfrosted: The Pop-Tart Story.

Unfrosted: The Pop-Tart Story is finally here, with the highly anticipated Jerry Seinfeld comedy now streaming on Netflix. The film tells the not-so-true story of the development of Kellogg's Pop-Tart, looking into the backstory of how the iconic breakfast toaster pastry came to be. The film is full of comedy, celebrity cameos, and food and breakfast cereal mascots, but it also gives a prominent role to a lesser-known food called Country Squares.

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Post Rebranded Country Squares As "Toast'em Pop Ups" In 1965

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According to the true story of Unfrosted: The Pop-Tart Story, Post actually came up with the idea for a breakfast toaster pastry first, with Kellogg's rushing their Pop-Tart to store shelves in order to compete with the exciting new product. Although very similar to Pop-Tart's, Post's version was called Country Squares, although the film explains that the name led to the product's failure and the Pop-Tart's success. Thus, the Country Squares name didn't last long, with it being rebranded only a year after release.

In 1965, Post announced that Country Squares would now be called Toast'em Pop Ups, with the company hoping that their product would fare better with the new label. It is hard not to notice the similarity to the Pop-Tart name, which was flying off shelves and struggling to be kept in stock due to the massive demand of the Kellogg product.

Related What Happened To Edsel Kellogg & Marjorie Post In Real Life After Unfrosted Unfrosted tells the fascinating story of an epic food battle, but what happened to the two major players after the biographical comedy's end?

Post Sold Toast'em Pop Ups To Another Company In 1971 (Who Still Makes Them Today)

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Post continued to sell Toast'em Pop Ups for a few years, although this didn't last long either. In 1971, Post sold the Toast'em Pop Ups to the Schulze and Burch Biscuit Company, with this company finding much more success with the product. However, this does put an end to Post's Unfrosted: The Pop-Tart Story product race.

Schulze and Burch Biscuit Company still sells Toast'em Pop Ups to this day, with them being found in many grocery stores. In fact, Schulze and Burch Biscuit Company started selling Toast'em Pop Ups in the United Kingdom in 2023, with this expansion showing that the product has been doing well. So, while Post may not have been able to be as successful with their breakfast pastry, Unfrosted: The Pop-Tart Story's Country Squares still live on to this day in some form.