By WFI Staff
It’s the comeback we’ve all been waiting for. The fresh, sweet and delicious taste of Twinkies, one of the most celebrated and respected icons of American pastries. Twinkies not only define the true American experience, they also treated generations of sweet lovers to one of the most awesome and easily accessible snacks known to civilization.
That is until union bosses came in and crashed the party.
You remember how last year it seemed that Twinkies and the line-up of legendary pastries made by Hostess, Inc. would disappear forever as Big Labor demanded more and more unreasonable concessions from cash-strapped management? Unwilling to recognize that Hostess, Inc. was irreparably bankrupt, union bosses refused to negotiate with company executives opting instead to hold non-stop protests outside Hostess factories rather than find a solution to a crisis that put thousands of employees out of work.
So much for that: Hostess ended up being forced into Chapter 11 bankruptcy shutting down one of America’s most loved brands. The International Brotherhood of Teamsters and the Bakery, Confectionery, Tobacco and Grain Millers International Union sealed the fate of so many innocent workers because they couldn’t control their greed.
But Twinkies are back from the ashes, rising into prominence like a phoenix. Hostess, Inc. is back in business – and it’s operating in a leaner and smarter way. Julie Jargon reports in The Wall Street Journal:
As more than 50 million Twinkies start making their way to stores next week, the first order of business for the 83-year-old brand’s new owner is to let customers know a classic is back.
But behind the return of the familiar cream-filled sponge cake is a leaner operation, free of the union labor and the $1.3 billion in debt that saddled the brand’s previous owners. With that clean slate, the new owner and chief executive, C. Dean Metropoulos, plans to launch into an ambitious growth plan and avoid the problems that led to two Chapter 11 bankruptcies, the last of which ended in liquidation.
In his first interview about the company’s strategy, Mr. Metropoulos said the new Hostess Brands LLC, based in Kansas City, Mo., will be focused on innovation, efficiency and getting more Twinkies in more places.