Expanding an Iconic Brand into New Categories
Iconic bakery brand, Hostess, sought to move into a new category—the frozen aisle—by recreating a familiar and beloved treat, made popular at state and county fairs. Not only that, they sought to make these special-occasion treats accessible to consumers at home. This meant being able to transform these deep fried Twinkies that were enjoyed when freshly-made into a product that would need to be just as craveable when sold frozen and then reheated.
To arrive at the preferred product texture and consistency, Mattson formulated the batter and found the ingredients to give the fried, then frozen product the correct texture in the final product that is ultimately baked by the consumer. Mattson also developed the specific process of utilizing existing Hostess Twinkies for this new product platform.
In August 2016, Hostess launched its first frozen dessert product nationwide in Walmart.
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