Hostess Brands is formed in 2013, and is considered to be separate from the Old HB (formerly known as Hostess Brands) which operated from 2009 until 2013. The current brand name is being run by Apollo and Metropoulos after the cake business was sold to them. Both the Hostess and the Dolly Madison brand names were purchased which in turn made Hostess Brands, Inc. changed its name to Old HB, Inc. The newly acquired business is using the name Hostess Brands, LLC.
Apollo Global Management and C. Dean Metropoulos and company are the new owners of the business and they are headquartered in Kansas City, Missouri. The enterprise restarted the production of snack cakes on June 6, 2013 and products were officially displaced on shelves July 15th. Despite the change of ownership and new management, the business opted to retain the same public relations and advertising firms. Both Bernstein-Rein and LAK Public Relations are still affiliated with the success of the business.
The Hostess CupCake was introduced to the world way back 1919 and it was in 1930 that Twinkies got introduced to the market. Half a billion of twinkies are made each year and that’s with a shelf life of 26 days. With the new Hostess Brands, that shelf life was increased starting November 1, 2012 to extend up to 45 days. The name Twinkies was created by bakery manager Jimmy Dewer and was coined from a “Twinkle Toe Shoes” billboard that he saw.
Today, the company is part of the largest privately owned businesses in the United States. For last year, it was able to come up with revenue amounting to $2.5 billion.