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NEW YORK -- When it comes to measuring product demand, it can be said Hostess is "the brand with the mostess."
Just three days after its iconic snack cakes officially returned to shelves, Hostess Brands LLC is experiencing record demand for products, with sales already seven times greater than historic levels and orders three to six times greater than production capacity, which has already been running at maximum levels, the company reported.
“We knew this comeback would be historic and interest would be significant. But the demand has far outpaced even our most ambitious projections,” said Rich Seban, president of the new Hostess Brands. “We are running our bakeries at their fullest capacity and are doing everything possible to make sure we are fulfilling orders to our retail partners as quickly as possible so they can replenish their shelves for eager consumers. We are asking members of the public to be patient. If your store is out of your favorite snack cake, please rest assured that we are doing everything we can to resupply our customers as soon as possible.”
Hostess said numerous retailers this week have sold out within hours of the snack cakes being displayed. To put it in perspective, 50 million Twinkies and 35 million CupCakes were projected to be on store shelves during the first two weeks of the comeback, but new orders have been placed representing an additional 100 million units for just those two snack cake brands alone.
Hostess Brands is baking snack cakes at four bakeries located in Emporia, Kan.; Schiller Park, Ill.; Indianapolis; and Columbus, Ga. Its initial product lineup includes Twinkies, CupCakes, Ding Dongs, Ho Hos, Zingers, Fruit Pies and Mini Muffins.
The company warns that due to overwhelming demand, customers may not find all products at all stores immediately.