How Big is the Pop Tart Empire?

Reader Dean asks if I know how many — and how many kinds — of Pop Tarts are made by Kellogg’s each year. The total number is close to four billion if you can believe it. That’s more than 10 million every day. Given numbers like that it’s no wonder their corporate lawyers aren’t pounding down my door demanding I cease and desist using their brand name for a blogging project. Assuming every reader who visited me this morning went on to make a batch of homemade “tarts” I’d cut into their sales by a few thousand at best. Maybe a few hundred bucks in profits. Talk about a yawner. Their lawyers charge them that much just brushing their teeth in the morning.

A tougher question is how many kinds of Pop Tarts Kellogg’s makes. Originally Pop Tarts came in four flavors: strawberry, blueberry, brown sugar cinnamon and apple currant. Right now there are about 70 different flavors in the lineup, including some truly weird ones like Wild Watermelon, Strawberry Milkshake and Confetti Cake. About twenty that have gone into production over the years have been discontinued (French Toast, Wild Bubble-Berry, Hello Kitty Meowberry). Countless others have surely been tried in the Kellogg test kitchens but never made it as far as actual production.

3 thoughts on “How Big is the Pop Tart Empire?”

  1. My husband loves pop tarts. I think they’re vile. They actually taste like chemicals! (Mind you, he also loves Cinnabon and I think those buns are like devices of instant insulin shock.) I imagine, with the right crust and a nice, homemade interior (not jam though – I don’t really like jam), these will be very yummy.

    I’m curious to know if the crust, in order to withstand the toasting experience, needs to be durable at the expense of soft and buttery.

  2. Haven’t had a Pop Tart in 40 years but I do like a natural version that I can find in some natural food stores. I forget who makes them. Both Trader Joe’s and Whole Foods carry them but the only one I like is strawberry and I only like the strawberry one without the frosting. I’m sure even the natural version doesn’t compare with your homemade version. I think they have to call theirs “toaster pastries”.

    1. That’s probably true. I think I’ve seen them. Homemade, as you point, are the most satisfying. Try them if you get a chance!

      – Joe

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