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.
History
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 as competition with Kellogg's Pop-Tarts brand of non-frozen toaster pastries. In 1994, the company launched the advertising slogan "Something better just popped up". As of, the company increased the foreign branding, launching a brand ambassador character named Hans Strudel, and the new slogan of "Get Zem Göing". In 2001, General Mills acquired the Toaster Strudel product line with its purchase of Pillsbury. In 2023, General Mills used the advertising slogan, "Gooey. Flaky. Happy".[1]