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April 21, 2015

Twinkie's Miracle Comeback: The Untold, Inside Story of a $2 Billion Feast

But while you wouldn’t find Twinkies on Whole Foods’ shelves or in Gwyneth Paltrow’s pantry, Hostess had something you can’t find in a locally sourced, chia–seed snack–millions of nostalgic fans.

“The brand awareness was unbelievable,” says Jhawar. “It’s not every day you have an opportunity to acquire a brand that is ubiquitous, that had $1 billion in revenue before the bankruptcy and 80–plus years of legacy.” Acquire they did, plunking down $410 million for the cake brands and promising to inject another $250 million to rehabilitate the business. Now, just two years after buying the shuttered company, they sit atop what will likely be a $2 billion win. - Forbes [HT: Maggies Farm]

Posted by gerardvanderleun at April 21, 2015 10:22 AM. This is an entry on the sideblog of American Digest: Check it out.

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