Hostess may be gone, but Twinkies may live on

The baking company's demise has been a long time coming.

By Jonathan Berr Nov 16, 2012 11:34AM

PAUL J RICHARDS AFP Getty ImagesHostess Brands, which Friday announced it was going out of business, was touted a few years ago as an example of a successful corporate turnaround story. The company, which has been a train wreck for years, does have some valuable brands that may be of interest to other companies. In other words, don't write the obituary for the Twinkies just yet.

Groupo Bimbo SAB, the world's largest bread baker, might be interested in acquiring some if not all of Hostess's assets, which include creme-filled sponge cake and other Hostess products such as Sno-balls and Ding-Dongs. Though most people might not be familiar with the Mexican company, they are no doubt familiar with its brands, which include Entenmanns's baked goods, Stroehman bread and Thomas' English muffins. David Marguiles, a spokesman for the company, refused to comment about Hostess.

Flowers Foods (FLO), the U.S.'s second largest producer and marketer of packaged baked goods, could be another potential Twinkies home. The Thomassville, Georgia company acquired Tasty Baking, a Philadelphia snack food company with a similar product line-up to Hostess, for $165 million in 2011, CBS reported. Its other brands include Blue Bird and Mrs. Freshley's snack foods along with Sunbeam bread. The company declined to discuss its potential interest in Hostess.

"It is not our place to talk about any other company's business," according to Flowers. "However, this is an unfortunate situation and we are very sad for all those impacted. We are staying focused on making sure our consumers and customers have the baked foods they need -- and on serving the market."

Hostess's demise was a long time coming, DealBook reported. The company has filed for bankruptcy protection twice in the last few years, most recently in January. Unprofitable Hostess had planned to lower expenses by reducing labor costs. The offer to the unions included wage, benefit and work rule concessions but also gave them a 25% ownership stake in the company, representation on its Board of Directors and $100 million in reorganized Hostess Brands' debt.


Its unionized workers, represented by the Bakery, Confectionery, Tobacco Workers and Grain Millers Union, cried foul and began a work stoppage. Hostess gave union members until 5 p.m. Thursday to return to work. The deadline was ignored because the company was asking for too much in the way of concessions, according to the union.

"The Wall Street investors who took over the company after the last bankruptcy attempted to resolve the mess by attacking the company's most valuable asset -- its workers," said Union President Frank Hurt in a statement. "They sought to force the workers, who had already taken significant wage and benefit cuts, to absorb even greater cuts including the loss of their pension contributions."


Hostess CEO Gregory F. Rayburn said in a statement, "We deeply regret the necessity of today's decision, but we do not have the financial resources to weather an extended nationwide strike."


With the liquidation of Hostess, 18,000 workers lost their jobs. Even if buyers acquire the company's assets and brands, there is no telling how many would be hired back by the new owners.

Jonathan Berr does not own shares of the listed stocks. Follow him on Twitter@jdberr

426Comments
Nov 16, 2012 2:36PM
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the fact is, but unreported, is that Hostess has already contracted independent bakeries to produce their flagship brands. Call it insider knowledge. And of course, Hostess will retain the 'Hostess' brand name, so the only difference is the severing union ties
Nov 16, 2012 2:33PM
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So when a company fails, it's the workers fault, not the management?
But when a company does well, the credit goes to the management?

This bankruptcy has been in the making for a LONG time. Convenient to blame the workers, isn't it?

 
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"I think we need Bond007..For sure!!" — Donna J.Marn
Nov 16, 2012 2:25PM
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Way to go Hostess! It's about time businesses rein in the greedy Unions stifling the economy!


"We deeply regret the necessity of today's decision, but we do not have the financial resources to weather an extended nationwide strike," Chief Executive Gregory Rayburn said in a statement. "Hostess Brands will move promptly to lay off most of its 18,500-member workforce and focus on selling its assets to the highest bidders."

The company said it will continue to ship out its well-known products until inventory runs out.

The national strike by members of the Bakery, Confectionary, Tobacco Workers and Grain Millers International Union (BCTGM) that began last week decimated the 82-year-old company’s ability to produce and deliver products at roughly 12 of its 33 plants. The company announced earlier in the week that the ax would fall on Friday if the strikers didn’t get back to work, but the union didn’t blink.



Nov 16, 2012 2:25PM
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What a way to kill the American worker.  Bankruptcy has become away of doing business to get rid of labor and cost to employ workers at a reasonable wage.  They will be back at a greatly reduced wage for workers and big bonus for management.
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Twinkies..Snow Balls and Ding Dongs...Someone please call the Federal Snow Ball,Twinkie,Ding Dong,..Judge!!lol
Nov 16, 2012 2:23PM
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My major concern in all of this, is Who will stand up for the Rights of the Twinkies?
See? We DO need Republicans in the political process after all, since they never
met an issue that they could not proselytize into mega-importance over the
"fiscal cliff" and other trivia.

Nov 16, 2012 2:13PM
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I like Bimbo bread, they don't use high fructose corn syrup in their bread. Maybe this will improve twinkies as well.
Nov 16, 2012 2:11PM
Nov 16, 2012 2:04PM
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I hope those people who were on strike are happy. They're now without a job. They managed to tank a long time company. I personally hold them responsible if I can no longer get the ONLY snack cakes I've ever eaten!!! 
Nov 16, 2012 2:03PM
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The Twinkle is going no where. This is a way for the top executives to still get their golden parachutes, the rights for the twinkie, ding dongs and other hostes products will be absorbed by other companies.

The company has defaulted on its pension payments and health care payments for years. They have gotten concessions from its employees for years also. The bakeries will reopen after the current contracts with the unions expire. The top management will be working for the companies that take it over. they will reopen as non union with no benifits and low wages. Of course that has been the american way for a decades now.. the only ones that will be hurt are the union and the low and middle management employees that were not high enough on the totem pole to get a planned job with the new company. The cost of production will go way down. the cost of the twinkie will stay the same. the consumer will still be foolish enough to not see what's happening and pay for that same price twinkie and bash the union worker. I for one will eat healthy and not have one.

Nov 16, 2012 2:00PM
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So I read an interview with one of the people on strike and they asked why they didn't end the strike knowing what would happen. His answer was because the company had been mismanaged for years and he was at his wits end. Ok so I completely understand that BUT here is a thought, quit!!! What good does going on strike do you? Why bring down a company and 18,499 co-workers because you are unhappy? Go ahead and hate management all you want but do you hate your co-workers that much? Do you not understand those co-workers have families to take care of and bills to pay? I don't care how bad management is. You can quit if it is that bad. There is no reason to be so selfish and throw your co-workers that are willing to work there under the bus.

 

This is my problem with unions. The "leaders" of the union do everything they can to make sure the employees don't trust and hate management whether they deserve it or not. Afterall, if you trust management, you don't need a union.  They have no problem with people going on strike because they get paid all the same. Now that Hostess is gone, they still have jobs and the union lives on but not for the rank and file. They don't feel the hurt when their membership hurts.

Nov 16, 2012 1:50PM
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First the unions killed the textile industry; then they killed the electronics industry; then they killed the steel industry; then they killed the auto industry; now its time to kill classic foods.......  Anyone who voted for Obama voted to support these people. Yes, this is your fault.
Nov 16, 2012 1:47PM
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Shared sacrifice?

"In early February, Hostess had asked the bankruptcy judge to approve a sweet new employment deal for Driscoll. Its terms guaranteed him a base annual salary of $1.5 million, plus cash incentives and "long-term incentive" compensation of up to $2 million. If Hostess liquidated or Driscoll were fired without cause, he'd still get severance pay of $1.95 million as long as he honored a noncompete agreement."
 - Source, Fortune


"In March 2012, Brian Driscoll resigned from his position as CEO. Gregory Rayburn, who had been hired and named Chief Restructuring Officer only nine days earlier, assumed the leadership position. "Fortune" reported that unions within the organization had been unhappy with Driscoll's proposed compensation package of $1.5 million, plus cash incentives and a $1.95 million "long term compensation" package. Additionally, the court had discovered that Hostess executives had received raises of up to 80% the year prior. In an effort to restore relations, Rayburn cut the salaries of the four top Hostess executives to $1, to be restored on January 1 the following year. "
 - Source - Wikipedia,
Nov 16, 2012 12:41PM
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Sure it's the "greedy" unions fault. Give me a break.  More jobs are shipped over seas by companies to screw the American worker out of a wage. More and more people have to work 2,3 or more jobs to pay their bills anymore. The health insurance costs on full time employees are getting ridiculous and effectively hurting businesses. Conglomerates running a business by slashing wages and squeezing every penny out of it, until they discard it on the road like a piece of trash. These are real people working at these jobs to feed their families and keep the economy going. The uber rich needing to get richer by screwing over the workingman is the problem. If the workingman has a living wage, they can by more goods and services around the country.   IT'S MORE THAN JUST MANAGEMENT VS. UNION WORKERS.   WAKE UP and stop blaming the workingman who has very little say!!!
Nov 16, 2012 12:26PM
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The world might really be about to implode. The end of twinkies? and all those other fine snack items,...*sigh*
Nov 16, 2012 12:23PM
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THE UNIONS DAYS OF HELPING THE EMPLOYEE ENDED MANY YEARS AGO - THEY WERE SET UP BECAUSE OF THE DEPLORABLE WORKING CONDITIONS - THEY ARE NOW ABOUT POWER AND CORRUPTION FOR THE MOST PART - AND I AGREE WITH SEVERAL POSTS HERE - THEY ARE SO STUPID THAT THEY WOULD RATHER LOSE A VERY GOOD JOB THAN TAKE A PAY CUT AND OR MODIFICATION OF BENEFITS - IN THIS ECONOMY THAT IS DOUBLY STUPID - BUT  - SUCH IS THE WAY OF THE UNIONS !! AND OBAMIE IS  PRO UNION BECAUSE OF HIS SOCIALIST AGENDA - AND MAKE NO MISTAKE HE IS AS TRULY PRO AMERICAN AS MAO TSE TUNG WAS. HIS RE-ELECTION WAS A TRAVESTY
Nov 16, 2012 12:14PM
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The unions are one of the top reasons so many jobs have gone overseas, they are nothing to me but, legalized gangs. The workers that cross the union strike line to work lives are made hell buy the union. My father had back surgery that keep him out of work for 18 months, my mother worked for a company that was held hostage by this union and while my father was healing from two surgeries the union went on strike. Since she had 3 kids at home and husband of work she had to work which meant crossing the picket line. My mother's life and those who crossed was made hell by the union. They just didn't make her life hell during the strike but, everyday after that. My mother was a fun loving happy person until that strike, she had to work due to father's injury over time her blood pressure kept going up. On the weekends she was fine until it was time to get ready for work Sunday night then her BP would start to go up. A friend that worked with her told us how those who crossed the even 7 years later was harassed everyday of some kind. My mother had a stroke at work and died a month later, to me I will always blame this same union for taking my mother from us. Two years after she died her company started moving it jobs overseas. Now under Obama more jobs will leave the only reason he took over GM was for the unions if they had filed for bankruptcy the union contracts could be broken and he could allow that. Look it up online how much money you pay extra for a car because of unions, they get benefits for life last I saw union cost per car was $4000. Which helped foreign car sales starting in the late 1970's. It is amazing how many jobs the unions have cost all of us.
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