Hostess Expands In-Store Bakery Presence

Hostess Bake Shop debut is driven by category growth and rising consumer demand for fresh and high-quality baked goods.

March 31, 2017

KANSAS CITY, Mo. – As part of its forward-looking innovation and growth strategy, and following its acquisition of in-store bakery company Superior Cake Products last year, Hostess Brands is expanding its presence in the in-store bakery category with the launch of Hostess Bake Shop.

As part of the launch, Hostess Bake Shop will introduce three new premium products: Decorated Twinkies, Triple Fudge Ding Dongs and Cupcake Cookies, each inspired by the iconic Hostess snack cake of the same name. Taking a page from fancy chocolate-dipped confections sold at specialty candy stores and fudge shops, as well as trending recipes on Pinterest, these new treats feature high quality ingredients and aesthetic presentation ideal for special events and elevated dessert occasions.

“We are thrilled to be entering, full force, into such an exciting new territory for Hostess Brands and one that continues to expand as consumers’ tastes for premium treats evolve,” said Ellen Copaken, vice president of marketing at Hostess Brands, LLC, in a press release. “The in-store bakery is a large, fast-growing category, whose users span multiple generations and cultures. Our inspired roster of premium Hostess Bake Shop treats is like nothing you’ve ever seen from Hostess before, while still retaining aspects of the classic snacks generations of consumers have come to love.”

Millennials in particularly gobble up Twinkies these days. The new Hostess Bake Shop items will be available nationwide in grocery, club and convenience stores in the coming weeks.

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