Yes, Jerry Seinfeld really did make a movie about Pop-Tarts. It's coming to Netflix this spring
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BATTLE CREEK — Pop-Tarts revolutionized breakfast in the eyes of Jerry Seinfeld.
"At one point I was thinking about an invention of the Pop Tart movie," the comedian tweeted in 2018. "Imagine the drunk on sugar-power Kellogg’s cereal culture of the mid-'60s in Battle Creek, MI. That’s a vibe I could work with."
Seinfeld has since turned those thoughts into action, directing and starring in a film about the invention of the popular breakfast pastry dubbed "Unfrosted: The Pop-Tart Story."
The film, which explores the race between Kellogg’s and Post to create a pastry "that will change the face of breakfast forever," premieres May 3 on Netflix. Co-stars include Melissa McCarthy, Jim Gaffigan, Amy Schumer, Bill Burr, Fred Armisen and Hugh Grant.
Prior to making the film, Seinfeld discussed the revolutionary nature of the Pop-Tart in his 2020 Netflix stand-up special "23 Hours to Kill."
"Then in the midst of that dark and hopeless moment, the Kellogg Pop-Tart suddenly appeared out of Battle Creek, Michigan," he said. "Which as you cereal fans know, is the corporate headquarters of Kellogg's, and a town I have always wanted to visit. Because it seems like a cereal Silicon Valley of breakfast super scientists conceiving up a frosted fruit-filled heatable rectangles in the same shape as the box it comes in."
It was far from the first time Seinfeld has done his Pop-Tart bit.
He started performing a version of the joke as early as 2010 during an appearance on the Late Show with David Letterman.
In 2012, he described the anatomy of the Pop-Tart joke in an interview with the New York Times.
"I probably have been working on this for two years. Two years. I mean, usually I write a bit in a couple days," he said. "It's a long time to spend on something that means absolutely nothing. But that's what I do. That's what people want me to do, is spend a lot of time wastefully. So I that then I can waste their time."
Pop-Tarts were introduced in 1964, a year after the pet food division at Post developed the process for keeping toaster pastries fresh while attempting to create refrigerated dog food.
Post announced the development of "Country Squares" in 1963, but Kellogg beat their breakfast food rivals to market by developing Pop-Tarts within six months. Frosted Pop-Tarts wouldn't arrive until 1967.
Following Kellogg Company's split into two independent, publicly traded companies last fall, Pop-Tarts are now under the direction of Kellanova, with more than 20 flavors available.
Contact reporter Greyson Steele at gsteele@battlecreekenquirer.com
This article originally appeared on Battle Creek Enquirer: Jerry Seinfeld's film about Pop-Tarts is coming to Netflix this spring
