People have been deep-frying Twinkies for years at restaurants, state fairs, and in their own homes. But Hostess made headlines earlier this month when it announced it would take the indulgent snack into its own hands and start selling Deep-Fried Twinkies in the frozen food section of the grocery store.
That’s just one of the many changes ahead for the iconic brand, however. “A big part of Hostess’s innovation and growth strategy is going to be expanding the Hostess brand into new product segments, new categories, as well as new locations in stores,” Ellen Copaken, Hostess’s vice president of marketing, told Fortune.
Hostess has gone bankrupt twice in the past 12 years—once in 2004 and then again in 2012. The Hostess brand was then bought in 2013 by two private equity firms, Metropoulos & Co. and Apollo Global Management. Public company Gores Holdings Inc. has recently entered an agreement to buy Hostess and change its own name to Hostess Brands Inc., effectively reintroducing the brand to the stock market.
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