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Posts Tagged ‘Hostess’

Did You Waste Time Stockpiling Twinkies? They’re Coming Back To Stores July 15

All those tears shed. All those boxes bought.

Many were upset to learn last year that business troubles (the workers blamed the management, the management blamed the unions) were pushing Twinkies off of store shelves. Attempts to restructure ended in November and brands were sold. Twinkies was among those that went to Metropoulos & Co. and Apollo Global Management for $410 million.

Less than a year after fans grieved the loss of those eternally fresh spongy yellow cakes, they’re headed back to the grocer on July 15.

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The Next Big Hipster Brand Will Be…Twinkies?!

Way back in November we posted a sad ode to the Twinkie, an icon of America’s junk food addiction that died before its time. But the spongy cream cake’s fortunes have turned since then: this week the private equity firm Apollo Management Group and the food-oriented Metropoulos & Company bought the Twinkie name, along with other classic snacks like Ding Dongs and Ho Hos, from the bankrupt Hostess company.

Here’s the thing: M&C is the same firm responsible for the triumphant return of once-dead cheapo beer brand Pabst Blue Ribbon.

That’s right: the same guys who turned PBR into the go-to brew for drunk punks, amateur “performance artists” and philosophy students around the country (the world?) are now responsible for managing the future fortunes of the Twinkie.

Can they bring the brand back from the dead using the same nostalgic/ironic strategy? Mr. Metropoulos himself says yes!

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RIP Twinkie, 1930 – 2012

Today we say goodbye to the Twinkie: an object as important to the American childhood experience as popsicles, jumping through the spray of a lawn sprinkler (or open fire hydrant), scraped knees, bicycle training wheels, and believing that everything in life—from bumble bees to moon craters—was there just for you.

Sadly, that innocence is lost over time (more quickly for some than others) until ultimately we’re adults, blundering through the real world as heroes to the children we used to be. As adults we know everything is temporary. Everything dies. And today, adults of all ages mourn the loss of the Twinkie.

This is horrible, horrible news for the public. The Twinkie–famously known as the one packaged food that would never spoil if left unopened–will one day drop from our lexicon, destined to be known by no one on earth save for a few scholars who specialize in this bizarre period known as the present. Until then, however, it is important for us—the living—to acknowledge the Twinkie and its innumerable contributions to our society and our memories.

Invented in 1930 by baker James Alexander Dewar, the Twinkie originally had a banana cream-filled interior, until World War II when bananas were rationed and the maker, the Continental Baking Company, was forced to switch to vanilla cream. From its early years the Twinkie was already making great sacrifices for America, and it eventually wove its way deep into the fabric of our culture. Millions of children throughout the ensuing decades would be rewarded with Twinkies for good behavior.

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