It’s entirely possible that Kellogg’s is counting on the strength of nostalgia to keep customers. Back in the mid-60’s when Pop-Tarts were first introduced, my siblings and I gobbled them up as quickly as our parents could buy them. The frosted varieties were always my favorite and to this day, I love frosted cherry Pop-Tarts.
Times change! Nowadays, the Pop-Tart itself is smaller. More recently and over the past few years, I’ve noticed that the filling has become thinner and thinner. Not being able to skimp any more on the filling, it appears that Kellogg’s has now decided to skimp on the frosting as well. What used to be a nice, fattening layer of frosting is now just a smear across one end and part of the top of the pastry. Today’s Pop-Tarts look similar to the product I grew to know and love as a youngster but pale in true comparison based on size, filling, and frosting. Of course, I’m sure that Kellogg’s position is that their product today is 25% less fattening than what I grew up eating. But then, 25% less Pop-Tart should be 25% less fattening, right?