Not Exactly “Toaster Ready”, But Faux Pop-Tarts Are Gaining In Popularity

A British bakery launched by a native Californian nostalgic for childhood favorite Pop-Tarts has re-created the pastry in a purportedly healthier format. “Our customers went wild for them,” says Arianna Halshaw, who is selling her version of the toaster pastry nationwide. It comes in only one flavor – strawberry – and has one drawback: you can’t put them in a toaster. The current tart trend seems to have begun in the U.S., where chic restaurants and cafés offer hand-crafted versions of the pastry introduced by Kellogg in the 1960s and still going strong, albeit with some new flavors like red velvet (190 cal.) and s’mores (200 cal.).