Baking & Snack - February 2016 - 12

EDITORIAL STAFF
Editorial Director
Dan Malovany
dmalovany@sosland.com
Executive Editor
Laurie Gorton
lgorton@sosland.com
Editor/Managing Editor
Joanie Spencer
jspencer@sosland.com

The irony of an icon

When I think of a Twinkie, the word "healthy" has never been the first to
come to mind. But I recently had the opportunity to get to know Hostess a
little better, and I'm singing a bit of a different tune.
Just three years after totally flat-lining, Hostess Brands, LLC is back in
business and healthier than ever, thanks to strategic investments from its
new ownership. But it's not just the company - or the newly renovated
lines at the Emporia, KS, plant - that are in fine fettle. The company's
comeback has invigorated an entire category.
Sweet baked goods are supposed to be fun. So, when Twinkie the Kid
came riding back in on top of the iconic snack cake, he brought the fun
with him. I should know ... the goodies I took home from a recent visit
to the Emporia bakery had my 6-year-old son begging me to pack them
in his lunch.
In addition to being granted an exclusive tour at Emporia, Josh Sosland
and I also had the privilege of sitting down with Hostess President and
CEO Bill Toler, who said the packaged snack good area has seen 3 to 4%
growth since Hostess' comeback. Not bad for a category that had gone flat.
In fact, he described the return of Hostess brands, including Twinkies,
CupCakes, DingDongs and Donettes, as "growth for all." You see, competition is good. It's healthy. When shoppers have choices, they get excited
- especially these days, when consumers are more adventurous than ever
and constantly on the lookout for the next big thing - and when they're
excited, they're apt to spend.
Of course, every business is in it to win it, but if you can push your competitor to be a little better, you're becoming a little better, too. And that's
better for everyone. Or, as Mr. Toler explained, "It's healthier when the category is such that innovation by all makes each of us stronger, and that
makes our customers stronger."
You can see more of our conversation with Mr. Toler on Page 45.
And check out "Technology Transplant" on Page 50, where Executive
Editor Laurie Gorton and I provide a rare glimpse into what's happening at Hostess' Emporia plant, where millions of "Twinks"
and "Cups" - as Mr. Toler affectionately called them - are
turned out every day.
The Hostess comeback is about more than bringing back
nostalgic products into the hearts and hands of consumers.
It's about rebuilding a company, reinvigorating a category
and, perhaps, rewriting history. "It was a once-in-a-lifetime
opportunity with this brand," Mr. Toler said, remembering
when he got the call to step in as CEO. "It's the stuff that stories
are written about."
- Joanie Spencer, editor/managing editor
jspencer@sosland.com

12 Baking & Snack February 2016 / www.bakingandsnack.com

Senior Editor

Charlotte Atchley
catchley@sosland.com

Multimedia Editor

Matt Hamer
mhamer@sosland.com
Contributing Editors:
Donna Berry
donnaberry@dairy-food.com
Theresa Cogswell
bakercogs@sbcglobal.net
Jim Kline
jkline@theensolgroup.com
Joe Stout
joe.stout@cf-san.com
DESIGN STAFF
Design Services Manager Sadowna Conarroe
Associate Design
Services Manager
Ryan Alcantara
Designer
Brian Peterman
Manager of Advertising Design Becky White
Classified Ad Layout
Nick Martens
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Chairman and CEO
Charles S. Sosland
President
L. Joshua Sosland
President Emeritus
Mark Sabo
Publishing Director
G. Michael Gude
Publisher
Paul Lattan
Associate Publisher
Steve Berne
Vice-President and CFO
Melanie Hepperly
Audience Development Director Don Keating
Director of E-Business
Jon Hall
Advertising Manager
Nora Wages
Ad Materials Coordinator
Debbie Maniez
Digital Systems Analyst
Marj Potts
Circulation Manager
Whitney Hartman
Director of Online
Advertising & Promotions Carrie Fluegge
Promotions Marketing Manager Jim White
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Baking & Snack - February 2016

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