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June 14, 2016

Hostess acquires in-store bakery Superior Cake Products

Hostess Brands has bought US-based in-store bakery company Superior Cake Products, the company's first acquisition since returning to the market under new ownership three years ago.

Hostess Brands LLC has bought US-based in-store bakery company Superior Cake Products, the company’s first acquisition since returning to the market under new ownership three years ago.

Superior produces a range of sweet goods under the Superior on Main brand. The company also makes baked goods sold through in-store bakeries at retailers.

Hostess Brands CEO Bill Toler said: “We see significant growth potential in the in-store bakery channel and believe that the Superior on Main products bring the same commitment to high quality and best-in-class baking that Hostess exemplifies. This is powerful opportunity to extend Hostess’s brand equity across categories, segments and channels, while capitalising on the upward indulgence trend in the baked goods arena.”

The snack cake operations of Missouri-based Hostess, which operates bakeries in the US states of Kansas, Georgia and Indiana, was acquired by Metropolous & Company and Apollo Global Management in 2013 after the company filed for bankruptcy. 

Towards the end of last year, Hostess was said to be in talks to acquire Canada’s Give and Go Prepared Foods, from its owner Omers Private Equity.

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