Learn more about Sustainable Brands 2015 San Diego

brands under fire

Twinkies and Wonder Bread Maker to File for Bankruptcy

Posted by Shirley Brady on January 9, 2012 07:14 PM

Move over, Kodak — the Wall Street Journal is reporting that another iconic American brand is in trouble. As early as this week, Hostess Brands Inc. is "preparing to file for Chapter 11 bankruptcy protection ... a move that would mark the second significant court restructuring for the Twinkie and Wonder Bread baker in the past several years."

The ubiquitious Twinkies snack, introduced in 1930, are still popular, with 36 million packages sold last year. But that wasn't enough to save its parent company, which is deeply in debt (owing its creditors more than $860 million), and "has been facing a cash squeeze amid high labor costs and rising prices for sugar, flour and other ingredients... Those costs together have proved higher than the company's roughly $2.5 billion in annual sales, creating losses and cash shortfalls."

Hostess Brands, the WSJ's Shira Ovide notes, also makes "schoolyard favorites Ding Dongs, Ho Hos, Suzy Q’s, Fruit Pies, Sno Balls, Dolly Madison Zingers and Drake’s cakes." And while there's some debate about how long a Twinkie will last in the wild, the origin of their name isn't disputed, she adds:

James A. Dewar was a manager of a Chicago-area Continental Baking Co. plant in 1930, when he got the idea of injecting cakes with cream filing. He said he came up with the name for his invention when he saw a billboard in St. Louis for “Twinkle Toe Shoes.” Dewar started his career driving a horse-drawn pound cake wagon and retired in 1972 with the unofficial title of “Mr. Twinkie.” He died in 1985, at the age of 88.


Deborah Storz United States says:

They need to re-invent the Twinkie.  Who says it always has to be a sweet item?  Why not a savory snack too?  They could easily borrow/adapt favorite streeet foods recipes from various ethnic cuisines.  And they should make healthy Twinkies too.  It is such an iconic brand, but their marketing amd product development teams must have been AWOL in recent times!

January 14, 2012 04:22 PM #

Comments are closed

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
Highlighting the Present—and Future—of Branding in Latin America and Iberia