Owners of Hostess Twinkies Pitch to a New, Young Audience

Posted on by Patty Odell

Private equity firm Metropoulos & Co. took Pabst Blue Ribbon beer on a strategic turnaround and made a killing. Now, it is looking to do the same with an iconic brand: Hostess Twinkies.

TwinkiesThe idea is to bank on the astonishing brand power to introduce the baked sweets to a whole new, young target, which could be a tough sell as younger people are more health conscious.

So far, marketing and advertising efforts look positive.

“Hostess sales plummeted when Twinkies disappeared from stores but have rebounded under the new owners to roughly $650 million in 2015 and are forecast to grow 11% to $722 million this year, according to a company presentation,” the Chicago Tribune reported. Read on …

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