Creator of Pop-Tarts, William Post, Dies

Who hasn't had one (or a package) of the tasty, sweet-filled Pop-Tart pastries? Toasted or not, they are good either way.

Co-creator of the world famous Pop-Tarts and Michigan native William (Bill) Post died Feb. 10, 2024, at the age of 96. Coincidentally, the Pop-Tart turned 60 this year.

Post was raised in Grand Rapids, MI as one of seven children of Dutch immigrants and had retired at age 56 as a senior vice president with Keebler Co.

Kellanova said in a statement that it was “deeply saddened” by Post’s death.

“He played an important role in co-creating the iconic Pop-Tarts brand, and we are grateful to Bill for his legacy and lasting contributions to our company,” Kellanova said.

Pop-Tarts debuted in 1964 in Cleveland, OH. The toaster pastry was originally sold in four flavors — strawberry, blueberry, brown sugar cinnamon, and apple-currant — before it was released nationwide the following year, Kellanova’s website states.

Post’s family wrote in his obituary that he was a plant manager with a company later known as the Keebler Co. when Kellogg executives asked him “if he thought it would be possible for Keebler to create a new product they had in mind.”

His obituary states that one of the executives was Kellogg Chairman William LaMothe, who soon became Bill’s close friend.

“It is at this juncture that Bill is often credited for having ‘invented’ the Pop-Tart. To be accurate, however, Bill would say, ‘I assembled an amazing team that developed Kellogg’s concept of a shelf-stable toaster pastry into a fine product that we could bring to market in the span of just four months,’” according to the the obituary.

As of this year, there are more than 20 flavors of Pop-Tarts. The familiar, blueberry, strawberry, and brown sugar cinnamon still are sold, and new flavors include hot fudge sundae, s'mores, raspberry, grape, and many more. Kellanova rakes in about $1 billion a year in Pop-Tart sales, according to the Washington Post.