Uploaded August 2025 | Updated September 2026, 1 week ago
Toaster Strudel or, as Hans Strudel would say, “toaster strudel,” has been around for some 40 years. And despite facing fierce competition from the formidable Pop-Tarts, Toaster Strudel has managed to crave out its own place in the toaster pastry market, surviving long after others attempts failed.
But Toaster Strudel almost didn’t make it out of the 1980s. This is the story of why Toaster Strudel was originally discontinued and how it came back.
Sources:
“Joseph Perrozzi,” Obituaries, Minneapolis Star and Tribune, Sep 1, 1983
“A Recipe for a New Food Product,” Bob Ehlert, Minneapolis Star and Tribune Sunday Magazine, Jan 19, 1986
“What’s That? Foreign Language Commercials Grab Attention,” AP via The Post-Star, Apr 24, 1986
Milling & Baking News, Oct 1987
Snack Food, 1990
“Strudel Redux,” Dan Wascoe, Jr., Star Tribune, Oct 29, 1990
Snack Food, 1991
“Gloves Off at Pillsbury,” Tony Kennedy, Star Tribune, Mar 24, 1993
Snack Food, Jun 1994
“Fitting the Trends,” Frozen Food Age, Nov 1996
“Pillsbury Tests New Morning SKU,” Stephanie Thompson, Brandweek, Dec 9, 1996
“Pop-Tarts Proving Difficult to Outgrow,” Florence Fabricant, The New York Times via The Flint Journal, Jun 3, 1997
“Studel Still Growing for Pillsbury,” Stephanie Thompson, Brandweek, Nov 3, 1997
“Toaster Pastries,” Snack Food & Wholesale Bakery, Jun 1998
“Toaster Strudel Straps on Lederhosen in Breakfast Battle,” E.J. Schultz, AdAge, Aug 2, 2013
“This Kid is the New Mascot for Pillsbury Toaster Strudel,” Brian Warmoth, Grocery Dive, Aug 5, 2013
“Pillsbury Toaster Strudel Reinvents Itself With ‘Das Strudel,’” Pillsbury Toaster Strudel Press Release via PR Newswire, Aug 5, 2013
“Toaster Strudel’s Affair with Twitter,” Auguste Escoffier School of Culinary Arts Home Gourmet, Sep 9, 2013
“Toaster Strudel’s Creative Shifts from ‘Hans’ Mascot to Real Kids,” Karlene Lukovitz, MarketingDaily, Jun 24, 2015
“Make Mornings Magical: Hans Strudel Campaign,” Katie Kuni CD/AD
“Toaster Strudel,” Patrick J. Clarke, words are very unnecessary
Toaster Strudel or, as Hans Strudel would say, “toaster strudel,” has been around for some 40 years. And despite facing fierce competition from the formidable Pop-Tarts, Toaster Strudel has managed to crave out its own place in the toaster pastry market, surviving long after others attempts failed.
But Toaster Strudel almost didn’t make it out of the 1980s. This is the story of why Toaster Strudel was originally discontinued and how it came back.
Sources:
“Joseph Perrozzi,” Obituaries, Minneapolis Star and Tribune, Sep 1, 1983
“A Recipe for a New Food Product,” Bob Ehlert, Minneapolis Star and Tribune Sunday Magazine, Jan 19, 1986
“What’s That? Foreign Language Commercials Grab Attention,” AP via The Post-Star, Apr 24, 1986
Milling & Baking News, Oct 1987
Snack Food, 1990
“Strudel Redux,” Dan Wascoe, Jr., Star Tribune, Oct 29, 1990
Snack Food, 1991
“Gloves Off at Pillsbury,” Tony Kennedy, Star Tribune, Mar 24, 1993
Snack Food, Jun 1994
“Fitting the Trends,” Frozen Food Age, Nov 1996
“Pillsbury Tests New Morning SKU,” Stephanie Thompson, Brandweek, Dec 9, 1996
“Pop-Tarts Proving Difficult to Outgrow,” Florence Fabricant, The New York Times via The Flint Journal, Jun 3, 1997
“Studel Still Growing for Pillsbury,” Stephanie Thompson, Brandweek, Nov 3, 1997
“Toaster Pastries,” Snack Food & Wholesale Bakery, Jun 1998
“Toaster Strudel Straps on Lederhosen in Breakfast Battle,” E.J. Schultz, AdAge, Aug 2, 2013
“This Kid is the New Mascot for Pillsbury Toaster Strudel,” Brian Warmoth, Grocery Dive, Aug 5, 2013
“Pillsbury Toaster Strudel Reinvents Itself With ‘Das Strudel,’” Pillsbury Toaster Strudel Press Release via PR Newswire, Aug 5, 2013
“Toaster Strudel’s Affair with Twitter,” Auguste Escoffier School of Culinary Arts Home Gourmet, Sep 9, 2013
“Toaster Strudel’s Creative Shifts from ‘Hans’ Mascot to Real Kids,” Karlene Lukovitz, MarketingDaily, Jun 24, 2015
“Make Mornings Magical: Hans Strudel Campaign,” Katie Kuni CD/AD
“Toaster Strudel,” Patrick J. Clarke, words are very unnecessary
