Brand Phoenix: Twinkies Are Back!

twinkies on saleGreat news for anyone looking to use a compellingly ridiculous (or ridiculously compelling) defense for murder: Twinkies are coming back! If you’re a fan, start expanding the waistband on your jeans for July, when they’ll be back in production.

As Ben reported back in November, Hostess Brands, Inc. went belly up after a long stand-off with the Bakery, Confectionery, Tobacco Workers and Grain Millers International Union. The company liquidated its assets and Hostess hoarders worldwide struggled to fill up their snack stashes before it was too late. Twinkies were even selling for big bucks on eBay.

The Twinkie Apocalypse was nigh, but we have been delivered.

Hostess Brands Purchased

NBC News reports that the best of the best Hostess Brands – Twinkies, Cup Cakes, Ho Hos, Zingers, Ding Dongs and Suzy Q’s – were purchased in April by Apollo Global Management and Metropoulos & Company, two hedge funds. Apollo and Metropoulos paid $410 million for the brands. Other Hostess brands, such as Wonder Bread and Beefsteak Bread, were purchased by different companies, including Grupo Bimbo. Apollo and Metropoulos promptly set about creating a new Hostess. For businesses that are running into financial trouble or experiencing decline, Hostess is a cheerful example of how a brand with staying power can weather the storm (with a little help from hedge funds, of course).

Hiring and Re-hiring

The new Hostess, called Hostess Brands LLC, has already started taking applications for 200 positions in the newly reopened Dolly Madison Plant in Columbus, Georgia. Production of new stock will take place in waves, but you can expect to see Twinkies, Cup Cakes and all your favorite snackages (or diet enemies) make their triumphant return to store shelves as early as late July. Workers in the area have rejoiced in the return of their jobs and the area’s employment juggernaut.

While we all know Twinkies, and most Hostess products, aren’t that great for us, it’s hard to look at this news as anything but a positive. Whether or not you ever stray into the baked goods section of your local convenience store, Hostess is an iconic brand, and the death of brands in this economy is not something anyone particularly wants to see. Like the mythical phoenix, Hostess has risen from the ashes of its union-struggles.

So go ahead and eat your stash, dark days are over! Happy days are here again!

Did you predict that Twinkies would stick around? Is a little brand nostalgia good for everyone?

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Elizabeth

A teacher by trade, Elizabeth LaBelle graduated with honors from the University of Michigan in 2011. After specializing in Political Science and Francophone Studies with a minor in Korean, the only tangible skill she can show for it is the ability to write in all three languages. Elizabeth never thought she would get paid to write in any language – but after four years washing dishes in an industrial kitchen and a year selling office supplies door-to-door, nothing surprises her. When she’s not writing or teaching, Elizabeth coaches high school debate and forensics. Her hobbies include thoroughbred racing, competitive pool playing and hunting for the perfect Chicago apartment.

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