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Brand Comeback: Twinkies

"The sweetest comeback in the history of ever" suits the Twinkies brand revival like a glove. A couple of weeks ago, I was walking down Hollywood and Highland St. when I saw a giant Twinkies billboard that read "7.15.13". Surrounded by old Hollywood charm, it looked just like a movie pre-launch ad -- and, for all intents and purposes, it sort of was.

Here's the story of a brand (actually, a group of brands: Hostess) that had filed for bankruptcy just a few months before. Employees had been laid off and consumers dissapointed. We all thought America's favorite snack cake was gone for good. But along came two private equity firms that were willing to pay $410 million dollars for a brand that had built a space in the hearts of Americans everywhere. Now this is what I call a sweet comeback.

Here's what Daren Metropoulos, who led the acquisition, told ABC News:

"America wanted Hostess back -- they wanted the original. Very soon consumers will once again be able to enjoy Twinkies, CupCakes and other great Hostess snack cakes. A comeback by any other name could never be as sweet,"

Check out their new website at

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