In 1964, America was focused on the civil rights movement, Cassius Clay becoming Muhammed Ali, and the Beatles dominating the music world.

But none of these events resonated with young Jerry Seinfeld as much as a toasted breakfast treat called Pop-Tarts. Breakfast time for this New York kid could now mean a warm, gooey treat that trumped soggy cereal or bland oatmeal.

Highly processed? Non-nutritional? Who cared when you were a hungry 10-year-old?

Seinfeld so loved Pop-Tarts that he later worked them into his nightclub routine: “How did they know,” he would ask his audience, “that there would be a need for a frosted, fruit-filled heated rectangle in the same shape as the box it comes in? And with the same nutrition as the box it comes in?

“Once there were Pop-Tarts, I could not understand why other types of food needed to exist. My mom would continue to prepare meals, and I’d say, ‘Mom, what are you doing?’”

Seinfeld claims that his inspiration for Unfrosted: The Pop-Tarts Story buzzed in his brain during the COVID pandemic.

“Watching endless sad faces on TV, I thought this would be a good time to make something based on pure silliness,” he explains.

This tale, which Seinfeld wrote, directed, edited, and co-starred in, reflects his love for the absurd, small things in daily life.

Seinfeld’s story opens in 1963 and depicts the all-out food fight between cereal giants Kellogg and Post. His original work is essentially fiction, but he has woven some real-life elements into his script, including just how cutthroat the business world can be.

His unique-vision offering is replete with such well-established comic actors as Melissa McCarthy, Amy Schumer, Fred Armisen, and Daniel Levy. There’s even a surprise appearance by Hugh Grant, who’s often hilarious in his own way. The script manages to showcase each performer and develop their character.

Seinfeld has always claimed to base his legendary career on “nothing,” and he says today, “There is no story, but there are a couple of elements that are true that we use to begin the story, which is that Post came up with this idea, Kellogg’s heard about it, and they said, ‘We have to do the same thing.’”

On Feb. 10, 2024, former Kellogg’s employee William Post (no relation to Kellogg’s business rival) died at age 96. He had been responsible for creating Pop-Tarts.

“Godspeed, Bill Post,” Seinfeld posted on Instagram. “You bent pastry and fruit filling to your will and convinced parents to serve dessert for breakfast.”

The Netflix feature releases on May 3.


Randal C. Hill enjoys getting sneak peeks of forthcoming movies from his home on the Oregon coast. He can be reached at

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