A young runaway orders Pop-Tarts in a diner, and Bob Cabana offers to tell him the true origin story of the American breakfast food. In 1963, Bob is head of development at the Kellogg's corporation, headquartered in Battle Creek, Michigan. After once again dominating their rival Post in the annual Bowl and Spoon Awards, Bob senses that Post is about to unveil something that could dominate the market. Soon after, Bob observes kids dumpster-diving at Post, and discovers they are creating a shelf-stable, fruit-based pastry breakfast food that seems to have addictive effects on kids. + More