Toast'em Pop Ups: The challenger that has all the makings of a great one

In the world of toaster pastries, everyone knows the giant Pop-Tarts. But the real experts, those who grew up in the USA , know the best-kept breakfast secret: Toast'em Pop-Ups .

Made by Schulze and Burch Biscuit Company (a historic bakery founded in 1923), these biscuits have been around since the 1960s. Their reputation? A flakier, crispier crust and a taste often considered more authentic than their direct competitor. They're the delicious underdog you absolutely must try to form your own opinion.

How do you eat it?

The principle is brilliantly simple. It consists of two thin layers of shortcrust pastry filled with fruit jam or a gourmet mixture, all covered with a sweet icing.

The Classic (Toaster): Pop it in the toaster on the lowest setting. The heat makes the fruity center melt in your mouth and the crust nice and crispy. It's hot, it's steaming, it's pure bliss.
The Quick (Microwave): 3 seconds (no more!) to warm everything up.
The Gourmand (Straight from the package): Many eat them cold, straight from the foil bag. They're the perfect snack to slip into your gym bag.

The must-try flavors

At Toast'em, we focus on the essentials, but we do them well. Depending on availability, you can find the following on this page:

Strawberry: The absolute classic. A white glaze with small red sprinkles, and an intense strawberry center.
Blueberry : The American favorite. The taste of cooked blueberry is comforting.
Brown Sugar Cinnamon: The warmest version. No fruit here, but a blend of spices and caramelized sugar. With coffee, it's divine.
Wild Berry (Forest Fruits): An explosive mix of blackberries, raspberries and strawberries.

👇 Choose from the boxes available below! 👇

Toast'em vs Pop-Tarts: The Match

Why choose Toast'em? Many of our customers find that the Toast'em Pop-Ups pastry is more like a real pie crust , a little more crumbly and less like a dry biscuit. The filling-to-pastry ratio is also often very generous. It's the perfect opportunity to do a blind taste test at home!

FAQ - Breakfast Minute

How many are there in a box?

Like the American standard, a box usually contains 6 tarts (packaged in bags of 2).

Does the icing melt in the toaster?

No, the icing is designed to harden and caramelize slightly with heat; it won't drip to the bottom of your toaster (unless you let it burn, of course!).