The Race to the Toaster
Two conglomerates wanted to be first to introduce a toastable pastry
Post employees created a way to dehydrate food and keep it fresh in foil on February 16, 1964. They used it mostly for dog food products, but higher ups wanted to expand to other areas of their business, namely the breakfast division.
As their scientists worked tirelessly to come up with something, executives began devising a marketing gimmick. They wanted to garner some buzz for their new product.
When they were told about a holdable, toastable pastry, the executives were giddy. This product was certain to help increase their market share and pump up their profits.
They would be the toast of the food world.
Executives held a press conference to announce the new product, which they were calling Country Squares. There was a lot of excitement surrounding the invention. Everyone wanted a piece of it.
Everyone.
Executives at Post’s breakfast rival, Kellogg’s were listening to the press conference. They tasked their people with coming up with a similar product that they could get to the market before Country Squares made it.
Thus kicked off the great race to the toaster for the two conglomerates. Each wanted their…
