Twinkies Are Riding American Millennials’ Healthy-Eating Trend; No, Really

By Craig Giammona
Bloomberg

Healthy eating has become an obsession. Soft-drink sales are slumping, salt is getting tossed from food, and kale is on the menu at McDonald’s.

And yet the Twinkie, that icon of indulgence, is on a tear.

For many otherwise healthy-eating American millennials, Twinkies have become food nostalgia. Nine months of forced disappearance from store shelves sharpened appetites for the golden sponge cake filled with fluffy cream, and after two bankruptcies, the 2013 acquisition of the Hostess Brands Inc. snack-cake business by a pair of private equity firms put the company back on the road to solvency.‘‘For as much as millennials bring us challenges, they also have a belief that you only live once and you should enjoy yourself,” Bill Toler, chief executive officer of the Kansas City, Missouri-based Hostess, said in an interview. “They believe in a license to indulge.”

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