Toaster Strudel
Product typeToaster pastry
OwnerGeneral Mills
CountryUnited States
Introduced1985; 39 years ago (1985)
Related brandsToaster Scrambles
Previous ownersPillsbury Company
Registered as a trademark inJuly 28, 1992; 31 years ago (1992-07-28)[1]
Tagline"Something better just popped up" and "Get Zem Göing"
WebsiteOfficial website

Toaster Strudel is the brand name of a toaster pastry, prepared by heating the frozen pastries 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]


The 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] In 2023, General Mills used the advertising slogan, "Gooey. Flaky. Happy".[7]


Toaster Strudels come in several flavors, with strawberry, blueberry, and apple flavors being the most common varieties. They also come in flavors such as cinnamon roll, chocolate, and boston cream pie.[8] In 2020, the company released a limited-edition "Mean Girls" Toaster Strudel, which featured pink icing instead of the brand's traditional white icing.[9]

In popular culture

In the 2004 film Mean Girls, it was fictionally claimed that Gretchen Wieners' family fortune was due to her father's invention of the Toaster Strudel.[10][11][12]

See also


  1. ^ a b "Something Better Just Popped Up". LegalForce. Archived from the original on July 15, 2023. Retrieved March 2, 2013.
  2. ^ a b Ramirez, Anthony (December 23, 1985). "In Hot Pursuit of High-Tech Food". Fortune Magazine. Sarah Smith, research associate. Fortune. Archived from the original on August 9, 2012. Retrieved April 5, 2013.
  3. ^ Harrison, Dan (March 1, 1998). "New Items Spur Growth of Breakfast Foods". Frozen Food Age. 46 (8): 16. Archived from the original on February 11, 2015. Retrieved March 2, 2013.
  4. ^ "Pop Tarts vs Toaster Strudel". diff en. Archived from the original on January 24, 2013. 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. Archived from the original on July 10, 2018. Retrieved June 1, 2018.
  7. ^ "Pillsbury™ Toaster Strudel™". Archived from the original on 2019-04-29. Retrieved 2023-02-15.
  8. ^ "Pillsbury Toaster Strudel". Pillsbury. Archived from the original on 29 April 2019. Retrieved 11 January 2022.
  9. ^ "Gretchen Wieners Helps Launch a Limited-Edition Mean Girls Toaster Strudel". Food Network. Archived from the original on 26 September 2022. Retrieved 26 September 2022.
  10. ^ 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.
  11. ^ 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. Archived from the original on September 14, 2017. Retrieved April 6, 2018.
  12. ^ Jacobs, Matthew (December 6, 2017). "Amanda Seyfried Reveals Her Favorite 'Mean Girls' Quote". Huffington Post. Archived from the original on June 30, 2017. Retrieved April 6, 2018.