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November 3, 2008

Twinkie Product Renaming Has Never Been Sweeter

twinkiebites.gifHostess Twinkies are being turned into 100-calorie snacks via "Twinkie Bites." These are packs of three miniature Twinkies that bring the Twinkie taste into a cake shaped format.

Sales of 100 calorie snack packs bring in over $400 million a year, mostly by targeting women who want to control their snacking urges.

Five years ago these 100 calorie snacks were not even on the snacking screen. But today, despite the fact that offering 100 calories versions of famous splurge items is viewed as a little contentious since the temptation to pig out on them is extremely powerful, they have become a popular snacking option.

snackwellcookie.gifSupposedly, these calorie friendly packs are the answer to the Snackwell cookie, offering the consumer a way to literally have their Twinkie and eat it too, just in smaller portions. No matter the brand strategy, it seems that some consumers "can't wait."

You simply cannot argue with success here. Hostess has taken the very same products we all know and love, and reshaped and renamed Twinkie Bites. That's it.

Sales are so high that Interstate Bakeries may get out of the red after four years of bankruptcy largely because in these tough times, more and more people will be brown bagging it, which more often then not will include a light snack.

Who says renaming doesn't pay?

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Posted by William Lozito at November 3, 2008 8:54 AM
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1 Comment

I get pretty excited about food.

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