Staging the “Sweetest Comeback in the History of Ever,” Hostess snack cakes have officially returned in blockbuster fashion. Company executives, family members of Twinkie founder James Dewar and other Hostess fans gathered to celebrate the historic comeback at the Hostess bakery in Schiller Park, Ill., outside of Chicago, where Twinkies were born in 1930.
Approximately 100 million snack cakes, including Twinkies, CupCakes and bags of Donettes, will hit store shelves over the first two weeks of the comeback – as will Zingers, HoHos, DingDongs, fruit pies and mini muffins. SnoBalls and SuzyQs will return in the next few months. Because of the overwhelming demand, Hostess will have five times more Twinkies on the market during the first two weeks of the comeback than during the same two-week period last year.
Today’s historic milestone comes four months after investment firms Metropoulos & Co. and Apollo Global Management, LLC rescued the brand, buying select assets out of bankruptcy and setting in place bold plans to bring back iconic Hostess snack cakes.
“When Hostess products disappeared last year there was an incredible groundswell of emotion from consumers who couldn’t imagine a world without Hostess snack cakes,” says Dean Metropoulos, CEO of Hostess Brands, LLC. “That’s why we’re here today; America wanted its snacks back – they wanted the original and we’re honored to make that happen.”
“We are committed to investing in this company, reinvigorating these beloved brands, innovating to meet evolving consumer preferences with new products and continuing to bake the high-quality, fresh and delicious snack cakes that have given Hostess its enduring appeal,” he adds. “Judging by the incredible reception we’ve received, Hostess has a very exciting future.”
The company’s new owners, which emerged as winning bidders for the majority of Hostess’ snack cake business on March 12, 2013, plan to invest approximately $100 million this year making upgrades to bakeries and facilities. In addition, plans are underway to open a fifth bakery next year, at a cost of $75-80 million, in a yet to be determined location.
Working with the new owners in connection with this historic comeback have been Acosta Sales & Marketing, which has been instrumental in merchandising activities and helping to facilitate Hostess’ expanded reach; Lean Logistics, which has facilitated logistics and distribution; and Accenture, which has played a key role in the implementation of new IT systems, company officials say.