Hostess Turns Up Heat on In-Store Growth Strategy

KANSAS CITY, Mo. — Hostess Brands LLC is looking ahead to innovation and honing in on its growth strategy by expanding its presence in the in-store bakery category with the launch of Hostess Bake Shop.

Inspired by fancy chocolate-dipped confections sold at specialty candy stores and fudge shops, the new treats feature high-quality ingredients and aesthetic presentation ideal for special events and elevated dessert occasions, according to the company.

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.

"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. "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."

Hostess Bake Shop is the most recent example of the company's innovation efforts. Since its comeback in July 2013, Hostess has embraced creative flavors and concepts, including its entry into the frozen food aisle with Deep Fried Twinkies last summer, as well as a steady stream of seasonal snack cakes, such as Pumpkin Spice Twinkies.

The new Hostess Bake Shop items will be available nationwide in grocery, club and convenience stores in the coming weeks.

Kansas City-based Hostess Brands operates bakeries in Emporia, Kan., Columbus, Ga., and Indianapolis, Ind. It was founded in 1919 with the introduction of the Hostess CupCake. Today, Hostess Brands produces a variety of offerings including Ding Dongs, Ho Hos, Donettes and Fruit Pies, in addition to Twinkies and CupCakes.

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