TECH FLASH
Hostess buys first brand since 2013
The company has acquired Superior Cake Products, which manufactures eclairs, brownie bites, madeleines and other products
Hostess Brands has made its first purchase since returning to the marketplace in 2013. Known for its iconic Twinkie, the company has acquired Superior Cake Products, a Massachusetts-based in-store bakery company that manufactures eclairs, brownie bites, madeleines and other products. The company also makes premium baked goods that are sold through retailers’ in-store bakeries.
“We see significant growth potential in the in-store bakery channel and believe the Superior on Main products bring the same commitment to high quality and best-in-class baking that Hostess exemplifies,” says Bill Toler, CEO of Hostess Brands, LLC. “We welcome with excitement the addition of Superior on Main to the Hostess family.” The terms of the deal were not disclosed.
Hostess was acquired by Metropoulos & Company and Apollo Global Management in 2013, after the nearly century-old bakery experienced financial trouble leading to the liquidation of the old Hostess Brands, Inc. The company’s cake business was sold to the investors to create the current Hostess Brands. The Kansas City, MO-based company operates bakeries in Emporia, KS; Columbus, GA; and Indianapolis, IN.
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