Executive Briefings

Hostess Is Back! Orders Outstrip Production Runs

Less than three days after its iconic snack cakes officially returned to shelves, Hostess Brands LLC is experiencing record demand for products, with sales already seven times greater than historic levels and orders three to six times greater than production capacity - which has already been running at maximum levels.

Numerous retailers told Hostess that products had sold out within hours of the snack cakes being displayed. With 50 million Twinkies and 35 million CupCakes already projected to be on store shelves during the first two weeks of the comeback, new orders have been placed representing an additional 100 million units for just those two snack cakes alone.

"We knew this comeback would be historic and interest would be significant. But the demand has far outpaced even our most ambitious projections," said Rich Seban, president of Hostess Brands. "We are running our bakeries at their fullest capacity and are doing everything possible to make sure we are fulfilling orders to our retail partners as quickly as possible so they can replenish their shelves for eager consumers."

Hostess Brands LLC is baking snack cakes at four bakeries: Emporia, Kansas; Schiller Park, Illinois; Indianapolis, Indiana; and Columbus, Georgia. Its initial line-up of products includes Twinkies, CupCakes, DingDongs, Donettes, HoHos, Zingers, fruit pies and mini muffins.

Source: Business Wire

Numerous retailers told Hostess that products had sold out within hours of the snack cakes being displayed. With 50 million Twinkies and 35 million CupCakes already projected to be on store shelves during the first two weeks of the comeback, new orders have been placed representing an additional 100 million units for just those two snack cakes alone.

"We knew this comeback would be historic and interest would be significant. But the demand has far outpaced even our most ambitious projections," said Rich Seban, president of Hostess Brands. "We are running our bakeries at their fullest capacity and are doing everything possible to make sure we are fulfilling orders to our retail partners as quickly as possible so they can replenish their shelves for eager consumers."

Hostess Brands LLC is baking snack cakes at four bakeries: Emporia, Kansas; Schiller Park, Illinois; Indianapolis, Indiana; and Columbus, Georgia. Its initial line-up of products includes Twinkies, CupCakes, DingDongs, Donettes, HoHos, Zingers, fruit pies and mini muffins.

Source: Business Wire