Pop-Tarts is a brand of rectangular, pre-baked toaster pastries made by theKellogg Company. Pop-Tarts have a sugary filling sealed inside two layers of rectangular, thin pastry crust. Most varieties are also frosted. Although sold pre-cooked, they are designed to be warmed inside a toaster or microwave oven. They are usually sold in pairs inside foil packages, and do not require refrigeration.
Pop-Tarts are Kellogg's most popular brand to date in the United States, with millions of Pop-Tarts sold each year. They are distributed mainly in the United States, but also in Canada, Finland, the United Kingdom and Ireland. Pop-Tarts were discontinued in Australia in 2005 and are now found only in import stores.
Pop Tarts are similar to Toaster Strudels, which launched in 1985 and are now a major competitor, in that they are about the same size and shape and are intended as a breakfast food and snack that is warmed in a bread toaster. However Pop Tarts are thinner, do not need to be refrigerated, the crust has very different texture and flavor, and the Toaster Strudel icing melts at a much lower temperature and is user applied.