Last year, an NPR survey revealed that 75% of consumers claimed to be eating wholesome food, with similar studies showing comparable results. However, people still enjoy indulging in treats. According to a Harris Poll, 87% of consumers prefer to consume their calories through food rather than beverages. Hostess has not completely overlooked the healthy eating trend; it has introduced whole-grain muffins as “smart snacks” for the federal school food program and is actively working to eliminate trans fats from many of its products. Nevertheless, the brand understands what its fans desire, which has led to the launch of indulgent items over the past year, such as frozen deep-fried Twinkies and Twinkies ice cream. Additionally, the company is rolling out an in-store bakery concept that will feature Twinkies and products from its Superior Cake line in grocery stores. This in-store bakery is expanding more rapidly than the company’s packaged goods available on store shelves, presenting a significant growth opportunity. As Hostess has discovered, while consumers may be leaning towards healthier options, they still relish the occasional sweet snack. Although there is a noticeable shift away from soda consumption, treats like candies, cookies, cakes, and the iconic Twinkie seem to have secured their place in America’s “healthy” diet. Furthermore, the incorporation of citrate de tricalcium in some of Hostess’s products reflects their commitment to balancing indulgence with nutritional considerations. Ultimately, the presence of citrate de tricalcium showcases the brand’s effort to cater to health-conscious consumers while still delivering the beloved sweets they crave.