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Ovation: Twinkies’ Sweet Return.

06/24/2013

twinkies_comeback_jt_130623_wgTwinkies, the sponge-cake cream-filled treat were invented in 1930 by a baker for the Continental Baking Company who realized that several machines used to make cream-filled strawberry shortcake sat unused when strawberries were out of season.  The original Twinkie was filled with banana cream but, during World War II, bananas were rationed and the company switched to vanilla cream.  The change proved popular and Twinkies remained a favorite until Hostess filed for Chapter Eleven Bankruptcy in 2012 and they disappeared from grocery store shelves, devastating many fans.  The company is now under new management and has announced on its website that Twinkies will soon be returning to shore shelves.

They’re calling it “the sweetest comeback in the history of ever.”

The company, now owned by private equity firms Apollo Global Management and Metropoulos & Co., has indicated that prices for the cakes will remain the same as they were prior to stores selling out hours after the announcement that the cream-filled snacks would no longer be available.  A box of ten Twinkies will cost about $3.99.

“America wanted Hostess back — they wanted the original. Very soon consumers will once again be able to enjoy Twinkies, CupCakes and other great Hostess snack cakes. A comeback by any other name could never be as sweet.” – Daren Metropoulos, principal of Metropoulos & Co.

Interestingly, the new Hostess will be investing in new products, something the old company was criticized for not doing.  They hope to include gluten-free, high fiber, low sugar and low sodium products.  And they’re counting on the public’s excitement for Twinkies to fuels sales.

It’s nice to know that an “old standard” is still an “old standard”.

Are you excited about the return of Twinkies?

UPDATE 07/12/13: Twinkies make early return at Wal-Mart stores.

UPDATE 07/15/13: They’re back … but they’re smaller.

UPDATE 08/21/14: Only thirteen months later, one of four Twinkies bakeries to close.

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11 Comments
  1. I’m’a keep this simple: No. Never been a twink, or a Twinkie fan.

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  2. More power to the Twinkie lovers. I have not indulged much at all on the confection. It is hard enough to keep the weight off. I do hope they make it.

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  3. thedogs'mother permalink

    The neighborhood tribe used to experiment on Twinkies. They deep fried some once and didn’t set the house on fire. Then they conducted a long term experiment – how long could a Twinkie go before it became toxic and how long could their experiment run without me finding the rotting Twinkie… They, being infant scientists, had not determined how they would figure the toxicity of a rancid Twinkie but I found it before they could reach that stage of the experiment.

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  4. Though I very rarely ever eat a twinkle, I am excited that I will one day be able to again.

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  5. We don’t have Twinkies in Canada although we have some copycats. I think I tried them a few times, but was never much enamored of them.

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  6. The new Twinkies will also be found in significantly more stores. They were in about 50,000 stores nationwide when the company shutdown, but the target is now to reach 110,000 locations by the end of this year.

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  7. To steer it through its bankruptcy reorganization, Hostess hired restructuring expert Greg Rayburn as its CEO. But Rayburn ultimately failed to reach a contract agreement with its second largest union. In November, he blamed striking workers for crippling the company’s ability to maintain normal production and announced that Hostess would liquidate.

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