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The Twinkie Is Dead, Long Live The Twinkie!

July 10, 2013: 12:00 AM EST
Hostess Brands declared bankruptcy last year, laying off 18,000 workers nationally. Many observers said the demise of Hostess was due to unstoppable trends of the “real food”  movement. But after it was acquired and reorganized by two private equity firms this year, Hostess announced it would once again offer Twinkies, Cupcakes and DingDongs, albeit more efficiently through warehouses rather than directly to stores. Rabobank drew four lessons from the relaunch of the Twinkie brand that may apply to the entire snack cake market: the strength of iconic brands such as Twinkie; recognition that there is room in the diet for sweet indulgence; the dangers in messing with a winner; and opportunities available to expand the snack cake market.
"Rabobank Report: The Return of the Twinkie – Naughty but Nice?", News release, Rabobank, July 10, 2013, © Rabobank
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