Twinkies Have Emerged from Bankruptcy
Going Like Sixty — December 12, 2008 — Lifestyle
References: hostesscakes & npr.org
You want the news? I want the Good News! You can’t handle the Good News! The ultimate in comfort food--Twinkies--have come out of bankruptcy.
Technically, Interstate Bakeries has reorganized successfully. Four years ago, the Twinkie bakery declared bankruptcy--incidentally, just as fried Twinkies were hitting their stride.
Twinkies are not just junk food, they are American icons. Indeed, the consumption of this snack in vast quantities even got the murder charge reduced to manslaughter under the 'Twinkie Defense' ploy, which is the basis of the Harvey Milk movie starring Sean Penn.
Incidentally, Interstate Bakeries also makes Wonder Bread, the ultimate in white bread. At its peak, Interstate Bakeries sold 50% more bread than its competitor.
Technically, Interstate Bakeries has reorganized successfully. Four years ago, the Twinkie bakery declared bankruptcy--incidentally, just as fried Twinkies were hitting their stride.
Twinkies are not just junk food, they are American icons. Indeed, the consumption of this snack in vast quantities even got the murder charge reduced to manslaughter under the 'Twinkie Defense' ploy, which is the basis of the Harvey Milk movie starring Sean Penn.
Incidentally, Interstate Bakeries also makes Wonder Bread, the ultimate in white bread. At its peak, Interstate Bakeries sold 50% more bread than its competitor.
Trend Themes
1. Comfort Food Revival - The emergence of Twinkies from bankruptcy highlights the renewed popularity of comfort foods and the potential for reinvigorating nostalgic brands.
2. Snack Food Resurgence - The successful reorganization of Interstate Bakeries and the return of Twinkies signals a growing demand for snack foods and opportunities for innovation in the market.
3. Brand Loyalty and Nostalgia - The enduring appeal of American iconic snacks like Twinkies demonstrates the potential for leveraging brand loyalty and nostalgia to drive sales and market success.
Industry Implications
1. Food and Beverage - The reemergence of Twinkies and the success of Interstate Bakeries indicate opportunities for disruptive innovation in the food and beverage industry, particularly in the comfort food and snack categories.
2. Bakery - The resurgence of Twinkies and the reorganization of Interstate Bakeries present potential for disruptive innovation in the bakery industry, including new product offerings and manufacturing processes.
3. Consumer Goods - The return of Twinkies and the revival of Interstate Bakeries highlight opportunities for disruptive innovation in the consumer goods industry, with a focus on nostalgic brands and appealing to customer sentiment.
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