The race to change the breakfast game with the invention of the Pop-Tart is heating up in the trailer for Jerry Seinfeld‘s Netflix comedy Unfrosted.

Seinfeld marks his directorial feature debut with the film that hits the streaming service May 3. Seinfeld stars alongside Melissa McCarthy, Jim Gaffigan and Amy Schumer in the movie that is set in 1963 as breakfast cereal giants Kellogg’s and Post compete to become the first company to create a morning pastry.

“We’re talking about happy childhoods for millions of American kids,” Seinfeld says in the trailer. “Whoever gets to the shelves first is gonna win this thing.”

After news breaks that Post is about to launch its own fruit-filled boxed pastry, Gaffigan announces, “Kellogg’s is entering the race to reinvent breakfast.”

Among the performers who also appear in Unfrosted are Hugh Grant, Max Greenfield, Christian Slater, Bill Burr, Daniel Levy, Cedric the Entertainer, James Marsden, Jack McBrayer, Thomas Lennon and Fred Armisen.

Seinfeld helms the comedy from a script he co-wrote with Spike Feresten, Barry Marder and Andy Robin. Producers include Seinfeld, Feresten and Beau Bauman.

During a Los Angeles comedy show attended by The Hollywood Reporter in November, Seinfeld discussed his longtime interest in Pop-Tarts. He said of filming the movie, “I loved doing it because I love the Pop-Tart. When I was a kid and the Pop-Tart came out, the back of my head blew right off.”

Seinfeld is known for starring on his Emmy-winning NBC sitcom Seinfeld, voicing the lead role in the 2007 animated film Bee Movie and hosting the chat series Comedians in Cars Getting Coffee.

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