Savoury alternative to Pop Tarts

The first savoury snack cooked in a toaster has popped up, developed by Pearlfisher. Toaster Pockets expand the sector created by the sweet Pop Tarts.

Pilsbury brought in Pearlfisher two years ago and carried out the naming, structural ideas and brand identity, says consultancy creative director Jonathan Ford.

Toaster Pockets are being positioned as an exciting alternative to sandwiches. “We created a packaging and brand identity which conveyed the immediacy [of the product] and which has a whimsical feel,” Ford adds.

The pastry snacks, which are being launched in four different flavours, are being dubbed the flagship product from Pilsbury now that it is owned by Grand Metropolitan Foods.

Pilsbury has “a number of other interesting things in the pipeline”, says Ford.

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