THE BEST TO YOU EACH MORNING.

There's more to this story than meets the eye.  "William Post, one of the inventors of an iconic breakfast staple that’s become an anytime snack with $1 billion in U.S. annual sales, has died."

That "iconic breakfast staple?"  The Pop-Tart, from Kellogg's.  Mr Post is not of the Post Cereals family, he is however, of the genus Determined American Inventor.

“There were so many naysayers,” Post told News Channel 3 in Kalamazoo, Michigan, in 2021. “Some of my good friends would say, ‘I don’t know Bill.’ They would tell us it’s not such a good idea.”

Post had been plant manager at Hekman Biscuit Company, a regional baker that was part of the company that would become Keebler, when Kellogg’s came calling with the idea in 1964, his obituary said.

Post told News Channel 3 that he was used to making a single sheet of dough, like for a cracker. The challenge was adding a second layer with that delicious filling in the middle.

“To get that done, I had to break every rule in the book,” he said in a video produced by Kellanova, the current corporate name of Kellogg’s.

Pastries with a filling surrounded by dough on all sides exist, such as a strudel or a kringle, but those involve a lot of rolling out and folding, which you wouldn't want to then reheat in a toaster.  But there was more inventiveness to come.  "Pop-Tarts were unfrosted initially. The icing was added a few years later, and presented a new challenge including naysayers who worried the sweet topping would melt in toasters, making a gooey mess."  Mr Post lived long enough to see his creation, or was it a total team effort, become the first edible mascot-cum-trophy at a college bowl game.  R.I.P.