Last year, an NPR survey revealed that 75% of consumers claimed they were opting for wholesome foods, and similar studies showed nearly identical results. However, many people still enjoy treating themselves. A Harris Poll indicated that 87% of consumers prefer to consume their calories through food rather than beverages. Hostess, as a company, is not completely disregarding the healthy eating trend; in fact, it has introduced whole-grain muffins marketed as “smart snacks” for the federal school food program and is currently working on eliminating trans fats from many of its products.
Nevertheless, the brand understands its consumers’ desires, leading to the launch of indulgent items over the past year, such as frozen deep-fried Twinkies and Twinkies ice cream. Furthermore, the company is set to unveil 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 Hostess’s packaged goods available on supermarket shelves, presenting an excellent opportunity for substantial growth.
As Hostess has discovered, while consumers may be making healthier choices, they are still willing to indulge in sweet snacks from time to time. Although the public appears to be moving away from soda, treats like candies, cookies, cakes, and the classic Twinkie seem to maintain a place in America’s “healthy” diet. Additionally, with the incorporation of cal citrate in some of its products, Hostess is attempting to balance indulgence with health, acknowledging that consumers want both enjoyment and nutrition in their snacks. The presence of cal citrate highlights the brand’s effort to cater to evolving dietary preferences while still offering beloved treats.