A BRAND NEW WAY TO BREAKFAST

 Schulze & Burch Biscuit Co. has been baking up quality snacks since 1923. And we produced the very first toaster pastry – Toast’em Pop-Ups – in partnership with General Foods way back in 1963. Kids loved them, and so did parents. 

We loved them, too, actually. So in 1971, Schulze & Burch acquired the brand and kept baking the toasty, tasty favorites. Along the way, we’ve made continual improvements to our pastries and processes, including a state-of-the-art facility. 

Today, Toast’em Pop-Ups have a devoted following thanks to better quality, better taste and better value. Pop some in your cart and try ‘em today.

The ’60s

  • The original toaster pastry pops up in 1963. 

  • Neil Armstrong walks on the moon in 1969. He probably wanted a snack.

 The ’70s

  • We officially acquire the Toast’em Pop-Ups brand. Grooviness ensues.

  • Microwaves become common, making toasters super jealous.

 The ’80s

  • Pac-Man chomps his way into arcades in 1980. 

  • Kids eat breakfast with He-Man and She-Ra.

 The ’90s

  • Cargo pants carry Gameboys, pagers AND snacks.

  • Y2K looms; snacking is a welcome distraction (disnacktion?).

 The ’00s

  • A new century! Everybody feels weirdly old!

  • Pluto gets ghosted and the world is outraged.

The ’10s

  • Instagram launches in 2010 (cue the duck lips).

  • Minecraft comes out in 2011. Everything looks like it’s built out of Toast’em Pop-Ups.

The ’20s

  • The multiverse is unleashed. Toast’em Pop-Ups still not available in movie theaters (sigh).

  • (Insert whatever cool thing YOU did today!)