Frozen Twinkies: “No impact on quality or taste” … say, what?

It’s been a while since we’ve posted on Twinkies near-death experience.

You probably remember that Hostess Brands – Twinkies parents – filed for bankruptcy after one of its unions balked at a new contract … concluding that no wages were better than low wages.

The company’s brands and assets were bought by Metropoulos & Co and Apollo Management Group.

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The new owners are consolidating operations, ditching the high wage unions and … deep-freezing Twinkies.

We’re not talking metaphorically – as in killing the brand – we’re talking literally … freezing the product for storage and distribution.

The New York Post scooped that some retailers requested a frozen version of Twinkies.

When I first saw the headline — “Hostess will freeze seemingly indestructible Twinkies” — I thought: “Hmmm … a new frozen treat”

Nope.

Logic is that retailers will be able to buy in bulk, stick the Twinkies in the freezer, and then move them to store shelves when needed.

Strictly a logistics play.

Stretching Twinkies retail “life” from its current preservative-enabled 45 days to near-infinity … and, oh yeah,  circumventing the union delivery men.

Here’s the best news.

The company is assuring fans that

Freezing Twinkies will have “no impact on the quality or taste of the product

… any suggestion that Hostess is changing the integrity of the iconic snack cakes consumers have loved is completely untrue

… when consumers bite into Hostess products again, they will, without question, have the same delicious experience that has given these great brands their enduring appeal.”

Whew, that’s a relief.

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