Toaster Strudel

Toaster Strudel
Product type Toaster pastry
Country United States
Introduced 1985
Related brands Toaster Scrambles
Previous owners Pillsbury Company
Registered as a trademark in July 28, 1992[1]
Tagline "Something better just popped up" and "Get Zem Göing"
Website Official website

Toaster Strudel is a toaster pastry convenience food, prepared simply and quickly by heating them in a toaster and then spreading the included icing packet on top. The brand is historically notable for being stored frozen, due to innovations in 1980s food manufacturing processes.[2]


Toaster Strudel is marketed under the Pillsbury brand, formerly of the Pillsbury Company. The product has found considerable success since being deployed in 1985[2][3] as competition with Kellogg's Pop-Tarts brand of non-frozen toaster pastries.[4] In 1994, the company launched the advertising slogan "Something better just popped up".[1] As of August 2013, the company increased the foreign branding, launching a brand ambassador character named Hans Strudel, and the new slogan of "Get Zem Göing".[5] In 2001, General Mills acquired the Toaster Strudel product line with its purchase of Pillsbury.[6]

The product has been made available in many flavors, generally fruity and candylike, some of which have come and gone over the years.

Toaster Scrambles

A similar Pillsbury product, Toaster Scrambles, is a savory toaster pastry with meat and cheese breakfast ingredients.

In the 2004 teen movie Mean Girls, it was fictitiously claimed that Gretchen Wieners's family fortune was due to her father's invention of the Toaster Strudel.[7][8][9]

See also


  1. 1 2 "Something Better Just Popped Up". LegalForce. Retrieved March 2, 2013.
  2. 1 2 Ramirez, Anthony (December 23, 1985). Sarah Smith, research associate. "In Hot Pursuit of High-Tech Food". Fortune Magazine. Fortune. Retrieved April 5, 2013.
  3. Harrison, Dan (March 1, 1998). "New Items Spur Growth of Breakfast Foods". Frozen Food Age. 46 (8): 16. Retrieved March 2, 2013.
  4. "Pop Tarts vs Toaster Strudel". diff en. Retrieved March 2, 2013.
  5. "Pillsbury Toaster Strudel Reinvents Itself With "Das Strudel"" (Press release). PR Newswire. August 5, 2013. Retrieved March 18, 2014.
  6. Barboza, David (July 18, 2000). "General Mills-Pillsbury Deal Includes Culture and History". New York Times. Retrieved June 1, 2018.
  7. Michaels, Lorne. Mean Girls (DVD video). Widescreen DVD collection. screenplay by Tina Fey; directed by Mark Waters; et al. Hollywood, California: Paramount Pictures Corporation ©2004. ISBN 9781415700136. OCLC 55850835. Retrieved March 28, 2013. Lay summary Internet Movie Database.
  8. Kornowski, Liat; Jacobs, Matthew (April 30, 2014). "10 Reasons We Are All Gretchen Wieners, The 'Mean Girls' Heiress Who's Always On The Left". Huffington Post. Retrieved April 6, 2018.
  9. Jacobs, Matthew (December 6, 2017). "Amanda Seyfried Reveals Her Favorite 'Mean Girls' Quote". Huffington Post. Retrieved April 6, 2018.
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