Twinkies are back but disappearing quickly
Jesse Ritka reports. Video by wtmj.comvideo
This undated image provided by Hostess Brands LLC shows a box of Twinkies. Twinkies will be back on shelves by July 15, 2013, after its predecessor company went bankrupt after an acrimonious fight with unions last year. The brands have since been purchased y Metropoulos & Co. and Apollo Global Management. (AP Photo/Hostess Brands) Image by The Associated Press
BAY VIEW – Hostess has named it the “Sweetest comeback in the history of ever.” The famous Twinkie is back and while there are some changes, many people are just happy to satisfy their sweet tooth again.
“Nothing is quite the same as the Twinkie filling,” Ashely Starr tells TODAY’S TMJ4’s Jesse Ritka, picking up a box to share.
But eight months ago more than 180 Wisconsin workers lost their jobs as the golden, cream-filled cakes were put out of production. "You pass by the Hostess section, where it used to be and it was like some other name brand and it was like ahhh! It's not the same as Hostess," Dennis Netters remarks.
The absence of the baked good prompted comeback campaigns all over social media, videos on youtube and sweet tweets on Twitter spread the same message: "Don't let them die, just spread the message and save the Twinkies, save the Twinkies, save the Twinkies."
And save the Twinkies is what C. Dean Metropoulos and Co. and Apollo Global Management did when they bought Hostess for $410 million. Something Starr is happy for: “I know that there were lots of complaints and lots of online rage about not having the Twinkie so I think it's a big thing that the people made their voice heard and they brought them back.”
Boxes are disappearing quickly, even though the new Twinkies have slimmed down almost ten percent. The calorie count is slightly lower but the shelf life is long. The old Twinkie had a shelf life of 26 days but the new recipe is supposed to keep the Twinkie fresh for 45 days, almost three weeks longer.
The new shelf life is raising a few parents’ eyebrows, "Just kind of wonder what's in them, what's makin' them last a little longer but my kids like them, so we'll try 'em," Jen Alyousef states.
But the new longevity of the cakes doesn’t bother Netters, "I've eaten old ones and they're still always good, I mean, I dunno, they seem to never lose nothing."
And many adults don’t want their kids to lose out. "Twinkies... nothing else really compares," Starr says.
In addition to the Twinkie, Hostess is producing CupCakes, Donettes, Ho-Hos, Ding Dongs, and Snoballs and hope to eventually add low calorie options and possibly even gluten-free goodies.
Roundy’s, Inc. V.P. of Communications Jim Hyland tells Ritka that of the 147 recipes and products Hostess had before, only 44 items are being produced this time around. 28 of them will be available at Roundy’s stores eventually but right now only Twinkies, CupCakes and powdered and frosted Donettes are available.