In 1964, CPG company Post announced a new toaster pastry made possible by its foil packaging innovation, initially used for dog food. Unfortunately, Post wasn’t ready to go to market, and that gave its competitor, Kellogg’s, a head start, which it took advantage of, debuting Pop-Tarts months later.

Pop-Tarts were such a hit they initially sold out quickly, and Kellogg’s used the FOMO as an advertisement, issuing an “apology.”

Now, the brand is honoring its successful 1960s debut with throwback packaging inspired by the original box design for Pop-Tarts’ Frosted Strawberry pastries.