Unfrosted: The Story Behind Pop-Tarts And Their Unsung Creator

What started as a bit in comedian Jerry Seinfeld’s standup routine is now a full-length movie about one of America’s favorite breakfast snacks. Unfrosted hits streaming service Netflix on Friday, May 3, and provides a fictional look at the creation of Pop-Tarts in the 1960s. TV legend Seinfeld, 70, directed the farcical film and stars as Bob Cabana, a Kellogg’s executive determined to win over consumers with the new fruit-filled pastries.

But while Cabana may be the hero of Unfrosted, he was no Pop-Tart prodigy in real life. In fact, he didn’t exist at all. According to one of the movie’s writers and producers, Seinfeld’s character is a stand-in for William “Bill” Post, the real bakery plant manager who helped perfect the tasty treat. Here’s what you need to know about Post, his legacy, and why he is absent from the new movie.

Post's Journey Up the Corporate Ladder

Born on June 27, 1927, to Dutch immigrants in Grand Rapids, Michigan, Post showed off his persistent work ethic from an early age. According to the New York Times, Post worked part-time washing trucks for the Hekman Biscuit Company while attending high school. After graduating in 1945, he was drafted into the Army Air Corps and served overseas in Japan.

Upon returning to Michigan, he resumed his job at Hekman and eventually enrolled at Calvin College. He dropped out in 1950 when he was promoted to full-time personnel manager at the baking company. By 1964, he had risen to become the manager of the Grand Rapids plant, which was eventually part of the Keebler Company.

Meeting with Kellogg's Executives

That year, four executives from the Kellogg Company met with Post about a new product that could alter the course of breakfast. The Kellogg’s prototype was simple—two pieces of dough that formed a rectangle with filling inside. The company wanted the product to be toaster-friendly, serving as a direct foil to the Country Squares created by rival Post (no relation to Bill).

Post faced skepticism from many, including friends who doubted the idea. However, he agreed to assist in developing the new food item, forming a team to perfect it in only two weeks. “To get that done, I had to break every rule in the book,” said Post. He and his team made approximately 10,000 samples by hand to ensure the product was just right.

The Creation of Pop-Tarts

Post enlisted his son Dan and daughter Rachel as unofficial taste testers during the development process. They provided valuable feedback, which helped improve the product quickly. The squares debuted in 1964 with four flavors: strawberry, blueberry, brown sugar cinnamon, and apple-currant. The frosting came a few years later, also Post’s idea.

Initially called fruit scones, the Kellogg marketing department sought a more engaging name. Chairman William LaMothe drew inspiration from famed painter Andy Warhol and the pop art movement, leading to the creation of the catchy name: Pop-Tarts.

Post's Unsung Legacy

Despite the success of Pop-Tarts, Post was not officially credited as a creator. The official corporate history credits LaMothe for his vision and "Doc" Joe Thompson for creating "an ingenious hack on toast and jam." However, Post’s crucial role in perfecting the recipe was overlooked.

Post went on to become the senior vice president at Keebler before retiring at age 56. He remained passionate about Pop-Tarts and frequently shared his story with students, hoping to inspire them to pursue their dreams. After his passing at age 96, Kellogg's acknowledged Post's significant contribution to the iconic brand.

Unfrosted and Its Creative Freedom

Since the Pop-Tarts brand was not directly involved in making Unfrosted, Seinfeld and his team had the creative freedom to craft the plot and characters. Writer and producer Spike Feresten noted that Post was initially included as a character. However, the writers later found his last name problematic, leading to the decision to change it.

The film’s plot includes fictional depictions of real-life figures like President John F. Kennedy and comedian Johnny Carson, but none played a true role in the creation of Pop-Tarts. The guiding principle for the film was humor, with no restrictions on how closely characters had to resemble their real-life counterparts.

Watch Unfrosted on Netflix

Jerry Seinfeld directs and plays Cabana in Unfrosted, which begins streaming on May 3. The film also features Melissa McCarthy, Hugh Grant, Amy Schumer, and Peter Dinklage in this comedic take on the beloved breakfast snack.

As you prepare to watch the film, keep in mind the fascinating story of William “Bill” Post, the unsung hero behind the creation of Pop-Tarts. His legacy lives on in every bite of the snack that many love today!