Return of the Twinkie

06/25/2013 | Bloomberg Businessweek · Bloomberg Businessweek

Hostess Brands and its Twinkies, Ho Hos and Ding Dongs brands are being relaunched after being bought during bankruptcy proceedings. The reborn company is seeking to strike a balance between innovating and leveraging its brand equity, officials said. "Innovation is an important part of every successful company and will be a key part of our strategy moving forward," says Daren Metropoulos, principal of Metropoulos & Co., one of the companies that bought the rights to Hostess's snack brands.

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Bloomberg Businessweek · Bloomberg Businessweek

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