First of all, as The Atlantic's Jordan Weissman notes, Twinkies aren't dead, even though Hostess is bankrupt:
First: Twinkie, Wonder, and all the other high-calorie marvels of culinary science Hostess sells aren't going to disappear from shelves for good. One of its competitors will likely swoop in, buy them up, and restart production. So you can stop bidding on $100 boxes of Sno Balls on eBay.Beyond that, I urge you to read his post, or a long Fortune story he cites from this past July -- you'll realize that Hostess went under not just because of the unions (as the entire right-wing blogosphere believes), but also because of bad management:
Suffice to say, Hostess didn't do much growing. It continued to lose hundreds of millions of dollars making and selling starchy snacks that much of the public had lost its taste for, while failing to launch any great new products.I'd add this:
... Adam Hanft, a brand strategist and CEO of Hanft Projects, says ... "There's a lot that Twinkies has going for it that has never been exploited."Plausible? I think so. I think you could easily make these damn things so-unhip-they're-hip, or do "ironic" or "artisanal" or healthier or massively less healthy variants on the classic products to attract the hipoisie's attention. C'mon, marketing geniuses -- think! That never happened.
If the company is selling off its brands to the highest bidder, says Hanft, someone savvy could could easily swoop in and take advantage of Twinkies' brand recognition and make it profitable. "I think that there is something cool and retro about the brand that can be tapped into, I think it can be a hipper brand for millennials because it is so iconic, and frankly, it is so unhealthy."
Basically, skinny jeans wearing, bacon and pork belly eating, hipster millennials obsessed with mid-century modern post-war cool - - well, they might be into Twinkies, too.