Focus: Why US baker Hostess went stale
By: Sam Webb | 25 January 2012
US brands Twinkies and Wonder are so iconic they are known the world over, even in markets where the products are not sold. Yet despite having these cultural touchstones in its portfolio, US baker Hostess Brands has struggled over the last decade, entering Chapter 11 bankruptcy protection twice, most recently this month. Sam Webb looks at why this baking monolith has started to crumble.
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US brands Twinkies and Wonder are so iconic they are known the world over, even in markets where the products are not sold. Yet despite having these cultural touchstones in its portfolio, US baker Hostess Brands has struggled over the last decade, entering Chapter 11 bankruptcy protection twice, most recently this month. Sam Webb looks at why this baking monolith has started to crumble.
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