- Twinkies, CupCakes, Donettes and other Hostess products will return to shelves July 15.
- The company, which is up and running after a 2012 bankruptcy and liquidation, is expecting a huge response and labeling its boxes with the tag line "The Sweetest Comeback In The History Of Ever."
- Hostess' trimmed down snack cake business is now owned by Metropoulos & Co. and Apollo Global Management, which also owns Pabst Brewing Co., Carl's Jr. and Hardee's, creating potential for cross-promotional marketing.
From the article:
... Based on the outpouring of nostalgia sparked by its demise, Hostess is expecting a blockbuster return next month for Twinkies and other sugary treats, such as CupCakes and Donettes. The company says the cakes will taste the same but that the boxes will now bear the tag line ‘‘The Sweetest Comeback In The History Of Ever.’’
‘‘A lot of impostor products have come to the market while Hostess has been off the shelves,’’ says Daren Metropoulos, a principal of the investment firm Metropoulos & Co., which teamed up with Apollo Global Management to buy a variety of Hostess snacks. ...