6/24/2013 4:01 PM ET|
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.'
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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