Hostess Twinkies set for July return

The snack cake will soon be on shelves again in what the company bills as 'the sweetest comeback in the history of ever.'

By Aimee Picchi Jun 24, 2013 12:01PM

Twin pack of Hostess Twinkies (© PAUL J. RICHARDS/AFP/Getty Images)Rejoice, all you mourning Twinkies fans. The preservative-laced servings of Americana will return to store shelves on July 15. 


Twinkies' resurrection is courtesy of Metropoulos & Co. and Apollo Global Management (APO), which bought Hostess after the snack-cake maker filed for bankruptcy last year. 


The new box will resemble the old one, with the added line, "The sweetest comeback in the history of ever." The price will be $3.99 for a box of 10 -- the same as before production was suspended, the Associated Press noted. 


Hostess is also considering rolling out some snack cakes with healthy-eating attributes, such as low-sugar, gluten-free or low-sodium cakes, Hostess president Rich Seban told AP.


Twinkies is returning to a changed snack-cake landscape. While the treat was unavailable, rivals jumped in with knockoffs, such as Little Debbie's "Cloud Cakes," which mimic Twinkies' gently curved-dome shape. And earlier this year, Sara Lee owner Grupo Bimbo (GRBMF) was said to be working on a knockoff


"A lot of impostor products have come to the market while Hostess has been off the shelves," Daren Metropoulos, a principal of Metropoulos & Co., told AP. 


Hostess isn't the same company it used to be. It had struggled long before its bankruptcy, laid off 15,000 unionized workers as a result and sold off its brands to a variety of buyers (Drake's Cake was bought by Little Debbie owner McKee Foods, for example). Hostess now operates four bakery plants instead of 11. 


In the meantime, fans should plan to eat the Twinkies relatively quickly, because contrary to urban legend, the snack cakes do carry an expiration date. 


Or as Seban told AP: "Forty-five days; that's it. They don't last forever."


Follow Aimee Picchi on Twitter at @aimeepicchi


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12Comments
Jun 24, 2013 6:14PM
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Knockoff...  If the writer would do her own fact checking instead of using "copy" and "paste" she would have realized that the Sara Lee version (Sara Lee Golden Cream Cakes) have been on the market for quite some time!  Great investigative journalism!  This is how all the mainstream media outlets do their news, some blogger writes something and the rest, like lap dogs, follow by repeating.  Where are the real journalist that want to cover important issues, like how Jay "the kid" Carney was slamming Russia and China on how they better not be covering for Snowden "or else"!  Or else what Jay?  Are you going to submit us into another war?
Jun 24, 2013 2:26PM
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Long live the "Twinkie"...although not for everyone's diet there is a market for them & it's good to see them back from the ashes & resurrected by another company.
Jun 24, 2013 12:35PM
Jul 14, 2013 1:29AM
Jun 26, 2013 8:56AM
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Saph 500- Try and stay on track here with Hostess being the subject, Not the banks!  Your narrow small mind won't allow you to read who made Hostess go bankrupt, so we will bring you up to speed!  The teamsters union could not get the bakers union to ratify the contract and result was closure. 18500 employees on the street because of their stupid infighting and from your post you are probably a union member! Bad choice in todays economy and marketplace. Hope you can get educated on how the world spins!
Jun 24, 2013 12:52PM
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They will do just fine if they keep the Unions away!
Jun 25, 2013 7:22AM
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You idiots better rejoice that the POS Twinkies are back ??? LMFAO because what to come with the END of QE3 , You rich boys on wall street are about to lose big and the only thing you will be able to afford is a twinkies.. <<< Only in America. lol
Jun 24, 2013 6:05PM
Jun 24, 2013 1:48PM
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Just another thing for the lowlifes of America to use their government assistance to purchase.
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