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!