Post ( POST ) collaborates with the hostess to make the 90-year-old treat a breakfast blend that will be available across the country in late December. The taste of Twinkies Cereal "recreates the distinctive flavor and familiar oblong shape" of the snack cake, according to a press release.
Josh Jans, Post's branding partner for grain partnerships, said the company conducted "several consumer tests" to nail down the sweet taste of Twinkies, which are creamy yellow sponge cakes. "We think fans will find that not only does it taste good with milk, but also outside the bowl," he added.
Twinkies is one of the country's oldest and most recognizable snacks.
Twinkies, created during the Great Depression, was in production until 2012 when the hostess applied for bankruptcy and temporarily shuttered after struggling with high cost structures and slowing demand. The company was bought by private equity companies and re-merged with a smaller stake called Hostess Brands. Gores Group bought a majority stake for $ 725 million in July 2016.
Post said that Twinkies "ranks highest in consumer loyalty among hostess brands." The cereal is the last combination between the hostess and the mail. The companies have previously made the hostess's honey bowl and Donette's snacks for breakfast.