Twinkies risk getting burned by freezing plans

Hostess Brands' strategy for extending the snack cakes' shelf life isn't making fans too happy.

By Aimee Picchi Jul 8, 2013 12:22PM

Twin pack of Hostess Twinkies (© PAUL J. RICHARDS/AFP/Getty Images)One of America's most pervasive urban myths involves the supposed longevity of Twinkies. Indeed, some people believe only two things will survive humanity: cockroaches and the Hostess Brand snack cakes. 


It turns out that Twinkies actually have a relatively short shelf life of only 45 days, not the decades or even century that some stories claim. But with Twinkies set to return on July 15, Hostess may be planning a slight tweak to its process that will extend the treat's lifespan, and some fans aren't too thrilled about the idea. 


Hostess will now freeze Twinkies and its other snack cakes instead of delivering them immediately to stores, the New York Post reports. The idea is to extend the expiration date by putting them in cold storage before shipping them off to consumers.


But fans are already expressing reservations, with one writing "bad news" on Twitter and another adding, "Twinkie purists are horrified."


Stores will be able to defrost and restock the snack cakes when needed. Freezing is less costly than delivering fresh cakes because less labor is required to deliver them, the Post added.


Hostess declined to comment on whether it will freeze the treats, but it insisted the taste of the cakes will remain the same. "Any suggestion that Hostess is changing the integrity of the iconic snack cakes consumers have loved is completely untrue," the company said.


Before the company had stopped operating last year amid labor and financial woes, it had mulled a similar plan but failed to get its unions to buy into the idea of freezing the cakes, the Post noted. 


Now, however, Twinkies' new owners -- private-equity firms Apollo Global Management (APO) and C. Dean Metropoulos & Co. -- are building up to the cakes' relaunch with a countdown clock, which showed 156 hours to go as of Monday morning. 


Hostess is calling Twinkies' return "the sweetest comeback in the history of ever." But whether the cakes taste just as scrumptious will serve as the true test to its legions of fans.


Follow Aimee Picchi on Twitter at @aimeepicchi. 


More on moneyNOW

Tags: APOFood
261Comments
Jul 8, 2013 1:31PM
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If people remember how this started....

Company spent to much on upper management asked union to take paycut and pension freeze which they agreed to.  Upper management get more bonuses and then asks union for another paycut.  Union says no and the company dissolves, but not after upper management get paid more bonuses and over 300 million in missing money.

 

question - If your boss asked you to take a pay cut and you find out he gets a raise....and then asks you to take another pay cut----would you do it?  Where do you draw the line?

 

Before you "blame" the unions learn what happened first.

Jul 8, 2013 12:55PM
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What do you expect they have only four or five bakeries compared with 10 or 15 from before. They dont have a bakery on the west coast the nearest bakery is 2000 miles away.by the time the product is shipped to  the warehouse distubuted to the stores put on the shelf your looking at 7 to 14 days already.Another thing  two of the top guys running the company were  two of the guys involve in the bankruptcy how in the heck can this happen. Our govt lets this happen. 300 million dollars missing in trade money during the bankruptcyand nobody questions that . But they cant pay the employees the money that is owed to them . But they can pay the ceo and vice presidents bonuses for selling of the company.
Jul 8, 2013 1:29PM
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wake up people, most of the "fresh baked " goods you purchase have been baked, frozen, thawed and the put on the shelf for sale.  Check the facts with most manufacturers.
Jul 8, 2013 1:55PM
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Wasn't ever a big Twinkie fan but I really liked the Cupcakes.
Jul 8, 2013 12:32PM
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Really?

People are being mowed down in Egypt. Civil wars are all over the globe. The global economy is weak. Putin is cracking down on human rights.

And yet some Americans care more about Twinkies.



Jul 8, 2013 1:38PM
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Yep who cares. Freezing is better adding even more chemicals!!!
Jul 8, 2013 2:18PM
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Upper manament should be paid a% of profits not a salery.  If companey not progitable they should take a pay cut not a Bonous!!!!!!!!!!!
Jul 8, 2013 1:43PM
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They now are able to hire minimum wage workers with no benefits instead of paying a decent wage and that's still not enough. Now they can deliver a truck load at one time and simply thaw them as they need them.
Jul 8, 2013 2:22PM
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The government investigating fraudulent businesses with missing money is like having the fox guard the hen house.  I wonder how much money our government has stolen from the taxpayers???!!!  Billions most likely. And that money is absolutely stolen.  Social Security was supposed to be a system where the government protected Americans' money so they would have it later when they retired.  Instead the government treated our "savings" like its own giant piggy bank and the politicians dipped their greedy little paws in it repeatedly.  Since it's mostly gone now they are calling the checks being mailed "government benefits" - like it's some kind of government charity they are doling out and can stop any time they want.  Fvckers!!!!  It's our damn money..
Jul 8, 2013 2:18PM
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FROZEN TWINKIES ARE THE BEST!! I don't see the issue, except that if you freeze them and then let them thaw the cake tends to come off on your fingers..Delivering them fresh is best...but I LOVE to freeze my twinkies when I get them home! I actually eat the Twinkies FROZEN....some of you Twinkie enthusiasts should try it sometime! :)
Jul 8, 2013 12:50PM
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Good luck with that freezer burn...yummmm
Jul 8, 2013 12:37PM
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Bad idea ! Like twinkies but won't buy now if previously frozen. just a way for a large co. to pad their  CEO's pocket.
Jul 8, 2013 1:07PM
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ooh yah, another freshly frozen food item!
Jul 8, 2013 1:25PM
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If people remember how this started....

Company spent to much on upper management asked union to take paycut and pension freeze which they agreed to.  Upper management get more bonuses and then asks union for another paycut.  Union says no and the company dissolves, but not after upper management get paid more bonuses and over 300 million in missing money.

 

question - If your boss asked you to take a pay cut and you find out he gets a raise....and then asks you to take another pay cut----would you do it?  Where do you draw the line?

 

Before you "blame" the unions learn what happened first.

Jul 8, 2013 2:25PM
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Reality check.........HOSTESS went out of business. Bankrupt. Sold out to a MEXICAN bread company.   So how is Hostess still making their Twinkies?
Jul 8, 2013 1:53PM
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All those who pass Twinkies because they have been frozen, good.  That just leaves more for me to devour.  I'm not that particular as I like day old doughnuts and breads.
Jul 8, 2013 2:05PM
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Don't care, can't wait to get them in my belly !!!!
Jul 8, 2013 1:45PM
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come on with the TWINKIES!!!!!!!!!!!!!!
Jul 8, 2013 2:47PM
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After the way Hostess treated their employees, people should say screw you and stick with the replacements.  The only people hurt by the death of the Twinkie were all the employees who lost their jobs and pensions while the big bosses filed bankruptcy and got huge bonuses.  Apparently no one has died yet of a Twinkie shortage so why go back now?
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