Jerry Seinfeld has been thinking about the Pop-Tart for a long time. As far back as a Late Show appearance in 2010, Seinfeld has been stewing on the rectangular Kellogg’s snack. “At one point I was thinking about an invention of the Pop Tart movie,” he tweeted in 2018. “Imagine the drunk on sugar-power Kellogg’s cereal culture of the mid-60’s in Battle Creek, MI. That’s a vibe I could work with.” With Unfrosted: The Pop-Tart Story, he’s now sharing that vibe with the world.  

Unfrosted is set in Michigan in 1963, the year before Pop-Tarts hit grocery store shelves and shocked young Jerry Seinfeld into a 60-year trajectory toward this very moment. Seinfeld directs, co-writes, and stars in the new film, which tells the story of the cutthroat and breakneck race to invent the Pop-Tart. Seinfeld has called the Pop-Tart a “perfect vision of the future from Kellogg’s.” But at what cost? We’re about to find out.