Last year, a survey by NPR revealed that 75% of consumers claimed to be consuming wholesome foods, a finding echoed by similar studies. However, indulgence remains a favorite pastime for many. According to a Harris Poll, 87% of consumers prefer to consume their calories through food rather than beverages.
Hostess, as a company, has not completely disregarded the healthy eating trend. In fact, 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 its customers’ desires, which has led to the launch of some 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, bringing Twinkies and products from its Superior Cake range to grocery store areas. This in-store bakery is growing at a faster rate than the company’s packaged goods on grocery shelves, presenting a significant opportunity for expansion.
As Hostess has discovered, while consumers may be leaning towards healthier choices, they aren’t shying away from the occasional sweet treat. Although the public appears to be moving away from soda, candies, cookies, cakes, and the beloved Twinkie seem to have carved out a niche in America’s so-called “healthy” diet. Interestingly, many of these snacks can be paired with nutritional supplements like calcium citrate malate, vitamin D3, and folic acid for those who want to maintain a balance between indulgence and health. Ultimately, Hostess is tapping into this dual desire for wholesome nutrition and delicious indulgence.