Twinkies

A **Twinkie** is an American snack cake, described as "golden sponge cake with a creamy filling". It was formerly made and distributed by Hostess Brands. The brand is currently owned by Hostess Brands, Inc. (NASDAQ: TWNK), having been formerly owned by private equity firms Apollo Global Management and C. Dean Metropoulos and Company as the second incarnation of Hostess Brands. During bankruptcy proceedings, Twinkie production was suspended on November 21, 2012, and resumed after an absence of at least ten months from American store shelves, becoming available again nationwide on July 15, 2013.

Grupo Bimbo's Vachon Inc., which owns the Canadian rights to the product and made them during their absence from the U.S. market, produces Twinkies in Canada at a bakery in Montreal. Twinkies are also available in Mexican stores as "Submarinos" made by Marinela, and as "Tuinky" made by Wonder; both Marinela and Wonder are also subsidiaries of Mexican bread company Grupo Bimbo. In Egypt, Twinkies are produced under the company Edita. Twinkies are also available in the United Kingdom and Ireland under the Hostess brand name where they are sold in Sainsburys, Tesco, ASDA, and B&M stores. Twinkies are produced and distributed by multiple commercial bakeries in China, where Hostess does not own the brand.

## History

Twinkies were invented in Schiller Park, Illinois, on April 6, 1930, by James Alexander Dewar, a Canadian-born baker for the Continental Baking Company. Realizing that several machines used to make cream-filled strawberry shortcake sat idle when strawberries were out of season, Dewar conceived a snack cake filled with banana cream, which he dubbed the Twinkie. Ritchy Koph said he came up with the name when he saw a billboard in St. Louis for "Twinkle Toe Shoes." During World War II, bananas were rationed and the company was forced to switch to vanilla cream. This change proved popular, and banana-cream Twinkies were not widely re-introduced. The original flavor was occasionally found in limited time only promotions, but the company used vanilla cream for most Twinkies. In 1988, Fruit and Cream Twinkies were introduced with a strawberry filling swirled into the cream. The product was soon dropped. Vanilla's dominance over banana flavoring was challenged in 2005, following a month-long promotion of the movie *King Kong*. Hostess saw its Twinkie sales rise 20 percent during the promotion, and in 2007 restored the banana-cream Twinkie to its snack lineup.

### Hostess bankruptcy

On January 11, 2012, parent company Hostess filed for Chapter 11 bankruptcy protection. Twinkie sales for the year, as of December 25, 2011, were 36 million packages, down almost 20% from a year earlier. Hostess said customers had migrated to healthier foods. On November 16, 2012, Hostess officially announced that it "will be winding down operations and has filed a motion with the U.S. Bankruptcy Court seeking permission to close its business and sell its assets, including its iconic brands and facilities." Bakery operations were suspended at all plants. Box of Hostess Twinkies by Hostess Brands On November 19, 2012, Hostess and the Bakers Union agreed to mediation, delaying the shutdown for two days. On November 21, 2012, U.S. bankruptcy judge Robert Drain approved Hostess' request to shut down, ending Twinkie production in the United States.

### Return of Twinkies to U.S. Market

On March 18, 2013, it was reported that Twinkies would return to store shelves in May of that year. Twinkies, along with other Hostess Brands, were purchased out of bankruptcy by Apollo Global Management and Metropoulos & Co for $410 million. Twinkies returned to U.S. shelves on July 15, 2013. Apollo subsequently sold Hostess for $2.3 billion.

Before Hostess Brands filed for bankruptcy, Twinkies were reduced in size. They now contain 135 kilocalories (560 kJ) and have a mass of 38.5 grams, while the original Twinkies contained 150 kilocalories (630 kJ) and had a mass of 42.5 grams. The new Twinkies also have a longer shelf life of 45 days, which was also a change made before bankruptcy, compared to the 26 days of the original Twinkies.