Twinkies Return July 15, So We Can Go Back to Not Eating Them


Face it, the Twinkies craze was a little ridiculous. With single boxes selling on ebay for over $200,000 and Facebook fan pages spreading rampantly through the internet soil like viral daisies, the public outcry over Hostess Brands’ demise alone would have been enough to convince any hapless CEO to try to save the company. So that’s what some hapless CEOs from Metropoulos & Co (who owns Pabst Brewing Co.) and Apollo Global Management (whose investments include Carl’s Jr. and Hardee’s) did. Following last year’s Chapter 11 bankruptcy and a bit of corporate reshuffling, it appears that Twinkies will finally make their triumphant return to grocery shelves starting next month on July 15 – which will give us plenty of time left this summer to totally ignore them, except when they’re deep-fried at the county fair.

The Associated Press (via Yahoo! News) outlines the breakdown of the Hostess empire: Wonder and Hostess’ other bread brands were sold to Flower Foods. Devil Dogs and Yodels were sold to McKee, which makes Little Debbie Snack Cakes. And investment firm Metropoulos & Co. snatched up Twinkies and a few other Hostess Cakes.

Daren Metropoulos, a principal of Metropoulos & Co., told the Associated Press that the new, barer-boned Hostess Brands LLC has a cheaper costly operating structure than before and that its workers are no longer unionized. He also mentioned the possibility for cross-promotion with Metropoulos’ and Apollo’s other properties.

So while the long-term future of everyone’s favorite cream-stuffed yellow sponge cake is still yet to be seen, it appears at the very least that Hostess is finally back on the right track. As for any residual doubters, I’m sorry, I can’t hear you over the sound of a possible Ice Cream-Stuffed Twinkie from Carl’s Jr.

H/T Grub Street, AP + PicThx Boston Herald


Twinkies Back on Shelves by July, Faces Competition from Copycats


Nostalgic lovers of the classic creme-filled pastries, chill out — Twinkies are set to hit shelves by late July. “We expect to be making and selling in July,” Michael Cramer, executive vice president of Hostess Brands LLC, told NBC News. “Probably the later half of the month before the product hits the stores.”

Last month, Apollo Global Management and Metropoulos & Co purchased Twinkies, Cup Cakes, Ho Hos, Zingers, Ding Dongs and Suzy Q’s for $410 million, while the rest of Hostess’ lines (Wonder Bread, Nature’s Pride, Home Pride, Merita) went to Flower Foods and its Beefsteak brand to Grupo Bimbo. It was welcome news for everyone who grew up with the iconic treat.

However, going MIA for more than six months changes things. The new owners of Hostess face competition from copycats who  scrambled to fill the gap when Twinkies filed for bankruptcy last year. Flower Foods rolled out with their own line of Twinkie lookalikes in the form of “Bingles” from its Blue Bird brand and “Dreamies” from its Mrs. Freshley’s label. Grupo Bimbo, a baking company based in Mexico, has had their own version of Twinkies, “Submarinos,” around for awhile but began to import the vanilla flavors to the US in 2012 — when talks of Hostess filing for bankruptcy began.

Although devoted Hostess fans will return to Hostess despite the faux pastries, the challenge lies in gaining back casual consumers. Luckily, Cramer assures that the OG will be “as delicious and fattening as it always was,” and that, dear readers, isn’t something just any ol’ fellow can do.

H/T NBC + PicThx MSN