Twinkies are indestructible, say brand's new owners

03/22/2013 | Time.com

Private-equity company Metropoulos & Co. has snapped up Hostess' snack-cake business, and Daren and Evan Metropoulos will be tasked with reviving the Twinkies brand. That shouldn't be difficult, says Daren, since brands such as Twinkies are more or less indestructible. "These brands, no matter how badly they've been mismanaged, cannot be killed over time. They just need a fresh perspective," he says.

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