The owners of the new Hostess Brands are to invest around US$100m in the upgrade of its facilities and the building a new plant.

The Hostess snack cake business, including the Twinkies, HoHos and Ding Dongs brands, was sold to private-equity investors Metropoulos & Co. and Apollo Global Management last month, as the former Hostess business wound down its operations and sold off its assets as part of a liquidation process.

The firms yesterday (15 July) launched a campaign: The ‘Sweetest Comeback in the History of Ever’, in conjunction with a relaunch of the Hostess brand at the Hostess bakery in Schiller Park, Illinois where Twinkies were first produced in 1930.

Speaking at the launch, Hostess Brands CEO, Dean Metropoulos, announced the investment in the upgrades to the brands’ bakeries and facilities. In addition, plans are underway to open a fifth bakery next year, at a cost of $75-80m, in a yet to be determined location.

Around 100m snack cakes, including Twinkies, CupCakes and Donettes, will hit stores over the next two weeks, with other brands including Zingers, HoHos, and DingDongs over the nex few months.

Hostess products are currently being produced in four bakeries: Schiller Park, Illinois; Emporia, Kansas; Columbus, Georgia; and Indianapolis, Indiana.