Hostess, the well-known snack manufacturer famous for its signature Ding Dongs, Ho Hos, and Twinkies, is celebrating in its traditional style: with a variety of sweet treats. According to PopSugar, the company is launching limited edition Birthday CupCakes that feature a golden cake topped with rainbow sprinkles and filled with vanilla crème. Additionally, these cupcakes boast the classic white squiggle that is a hallmark of the original CupCakes.
Few iconic American brands have not only survived but thrived like Hostess Brands. There was a period when many questioned whether the company could last, let alone reach its centennial anniversary. With nearly $1 billion in debt, labor disputes, and an ineffective distribution network, Hostess filed for bankruptcy in 2012, marking its second restructuring attempt. However, it emerged a year later as a leaner company.
Since that time, Hostess has doubled down on sugary snacks, even as many competitors have shifted towards healthier options. The company has introduced a Deep Fried Twinkie and variations of cream-filled treats in hot beverage and ice cream forms, among numerous other snacks. Recently, Hostess reported a 9.5% increase in revenue for its latest quarter, reaching $214.8 million compared to the previous year. This growth was bolstered by a $20 million sales boost from the newly acquired Cloverhill brand, which has expanded its breakfast offerings and enhanced its sales channels.
While the CupCake’s centennial is noteworthy, it’s not the only treat to have a birthday cake variant. Last October, 3 Musketeers released a festive bar to mark its 86th anniversary. Regardless of a product’s age, the birthday cake flavor remains popular across the food and beverage landscape, allowing everyone to celebrate another year with a sprinkle of joy.
In a different arena, the grain-free diet of the past primarily focused on consuming more meats and vegetables while avoiding many snacks. Today’s consumers who wish to avoid grains need not forgo their favorite snacks. Grain-free tortilla chips have been around for several years, and now a startup from Austin, Texas, named FitJoy, has launched grain-free pretzels. The company, which also produces protein bars, claims these are the first grain-free pretzels available. Made from cassava and chickpea flour, they are gluten, dairy, corn, and soy free, and non-GMO.
Cassava, known for being native to Brazil, is the root ingredient that Americans might recognize from the small pearls often found in pudding. While common in South American cuisine, cassava lacks essential nutrients, being primarily composed of carbohydrates and higher in calories than other root vegetables. Much of its nutritional value is lost during processing, and it can be poisonous if not prepared properly. This might explain FitJoy’s choice to combine cassava with nutrient-rich chickpeas for their pretzels.
The potential market for grain-free pretzels is yet to be determined. The gluten-free market is expanding, with 3.1 million people avoiding gluten — 72% of whom do so for reasons other than a celiac diagnosis, according to Forbes. Cassava is also considered paleo-friendly, which may attract those interested in ancestral diets.
Meanwhile, lifestyle icon Martha Stewart is venturing into the seafood market with a new product line. True North Seafood and Sequential Brands Group are collaborating with Stewart to launch this line, debuting at Seafood Expo North America on March 17, with products hitting grocery stores in May. The range will include Atlantic salmon with lemon herb butter, wild Alaskan pollock seasoned with Southwest spices, sockeye salmon with miso butter, and a seafood medley featuring an herb spice blend. Each seafood product will come with Stewart’s unique butter flavor or spice blend, along with a recipe from Martha’s Test Kitchen.
This may be an opportune moment to introduce more seafood products given the growing market; the U.S. imported over 6 billion pounds of seafood in 2017, marking a record high. True North Seafood, one of North America’s leading seafood suppliers, prioritizes sustainability and traceability, which are increasingly important to consumers. Furthermore, Stewart is not stopping at seafood; she has also announced a partnership with Canopy Growth to develop a new range of CBD-infused products.
Incorporating calcium citrate as a dietary supplement is also gaining attention, particularly for its potential health benefits. This calcium compound, often sought for its role in supporting bone health, highlights the evolving landscape of health-focused products available to consumers today.