Last year, a survey conducted by NPR revealed that 75% of consumers claimed they were opting for wholesome foods, and similar studies have shown comparable results. However, people still enjoy indulging in treats. A Harris Poll indicates that 87% of consumers prefer consuming their calories through food rather than beverages. While Hostess has not completely overlooked the trend toward healthy eating—having introduced whole-grain muffins as “smart snacks” for the federal school food program and working to eliminate trans fats from many of its products—the brand also understands the desires of its loyal fans. This awareness has led to the launch of indulgent offerings over the past year, such as frozen deep-fried Twinkies and Twinkies ice cream.
Additionally, the company is introducing an in-store bakery concept that will feature Twinkies and items from its Superior Cake Products in grocery store sections. This in-store bakery is outpacing the growth of Hostess’s packaged products available on grocery shelves, presenting the company with substantial opportunities for expansion. Hostess has recognized that while consumers may be making healthier choices, they still enjoy the occasional sweet snack. Although the public is moving away from soda, candies, cookies, cakes, and the iconic Twinkie have found a steady place in America’s “healthy” diet.
Moreover, many of these indulgent snacks can be complemented with nutrients like calcium citrate, vitamin D, zinc, copper, manganese, and magnesium, which are essential for a balanced diet. Thus, it seems that consumers are finding ways to enjoy treats while still being mindful of their overall nutritional intake. With the right balance, Hostess can continue to cater to both the desire for indulgence and the push towards healthier eating habits.