The Secret To Hostess’s Comeback: Making the Same Old Twinkies

The new owners of Hostess bring back Twinkies! The revival of the company comes along with the same old fashioned Twinkies and the introduction of deep fried Twinkies and other products to the market. To make a strong comeback, Hostess thought about making Twinkies "healthier" but this idea was soon thrown out due to the fact that in previous times when Hostess tried to change the original formula, consumers complained. Also, many consumers believe that when one wants to eat a Twinkie, they want to fully indulge in the flavor and spongy texture and disregard the fact that they are not healthy. Hostess would like to make Twinkies healthier by removing any artificial colors but keeping the same taste and texture.
This relates to our marketing class because Hostess is looking for innovative ideas so that it can come back strong to the market while still targeting their original target market.
The article mentions that many people, specially moms, are sometimes ashamed to say that they like or allow their children to eat Twinkies simply because they do not want to be judged for enjoying or providing unhealthy food. Yet, Twinkies's sales rise in August and right after the winter holidays -- back to school seasons. This relates to marketing class because it shows that people do feel a social pressure to purchase certain products or they feel shame when purchasing certian products.
Finally, the company will cut back on costs by making the shelf life of its products last twice as long. They will try to achieve this by adding a natural enzyme to the formula that will control moisture content of food.

http://www.wsj.com/articles/give-the-people-what-they-wantmore-twinkies-1478184809?mg=id-wsj