Last year, a survey by NPR revealed that 75% of consumers claimed they were making healthier food choices, and similar studies have produced nearly identical findings. 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 entirely overlooked the healthy eating trend; the company 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. Nonetheless, Hostess understands what its customers desire, resulting in the launch of indulgent items over the past year, such as frozen deep-fried Twinkies and Twinkies ice cream. Additionally, the company is set to introduce an in-store bakery concept that will offer Twinkies and products from its Superior Cake line in grocery store sections. This in-store bakery is growing more rapidly than Hostess’s packaged goods on supermarket shelves, presenting significant growth opportunities. While Hostess has recognized that consumers are leaning towards healthier options, they are still willing to indulge in sweet treats occasionally. Although there may be a shift away from soda, candies, cookies, cakes, and the iconic Twinkie seem to have established a place in America’s “healthy” diet. Interestingly, just as people seek ways to incorporate healthier choices like prescription calcium citrate into their diets, they also savor the occasional indulgence that sweets provide. In fact, the balance between health and indulgence is evident as consumers navigate their dietary preferences, often enjoying treats as part of their overall lifestyle.