How Hostess brought back its brand

04/15/2014 | (France)

Hostess Brands relaunched in July after a bankruptcy shut the business down completely, and bringing products including Twinkies and Ding Dongs back to the market took "a herculean effort," Hostess President Rich Seban said. The company expanded bakeries and added new equipment in an effort to increase production and keep up with demand that exceeded expectations. "While the snack cakes have obviously been around for generations, this company was operating as a startup, with many key operational elements starting from scratch," Seban said.

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