Hostess expands Deep Fried Twinkies lineup

by Eric Schroeder
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Deep Fried Banana Twinkies, Hostess
Deep Fried Banana Twinkies feature a banana crème-filled Twinkie and graham cracker breading.

KANSAS CITY — Hostess Brands L.L.C. is expanding its frozen Deep Fried Twinkies line with the addition of a classic Twinkie flavor: banana. Deep Fried Banana Twinkies feature a banana crème-filled Twinkie and graham cracker breading and are available in grocery stores and other mass retailers nationwide.

“The addition of Deep Fried Banana Twinkies is a nod to Twinkies’ original flavor: Banana Crème,” said Burke Raine, chief marketing officer of Hostess Brands, L.L.C. “Taking Twinkie back to its roots integrates nicely with our deep-fried line, which was originally inspired by the nostalgia of State Fairs and local summer carnivals.”

The product launch is part of Hostess’ continued innovation efforts to extend its offerings into the frozen food aisle, as well as other parts of the store, as a growth strategy. Deep Fried Twinkies and Deep Fried Chocolate Twinkies were introduced in August in 4,000 Wal-Mart stores nationwide.

Deep Fried Twinkies, Wal-Mart
Deep Fried Twinkies and Deep Fried Chocolate Twinkies were introduced in August.

The Deep Fried Twinkies were developed in collaboration with Wal-Mart Stores, Inc., which worked with Hostess to improve the taste, appearance, packaging and naming based on tests and consumer insights.

Featuring a creamy filling, the Deep Fried Twinkies are dipped in a funnel cake-like batter and flash-fried before they are frozen. They may be prepared in an oven, toaster or deep fryer.
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