Twinkie - History

History

Twinkies were invented in Schiller Park, Illinois in 1930 by James Alexander Dewar, a baker for the Continental Baking Company. Realizing that several machines used to make cream-filled strawberry shortcake sat idle when strawberries were out of season, Dewar conceived a snack cake filled with banana cream, which he dubbed the Twinkie. He said he came up with the name when he saw a billboard in St. Louis for "Twinkle Toe Shoes". During World War II, bananas were rationed and the company was forced to switch to vanilla cream. This change proved popular, and banana-cream Twinkies were not widely re-introduced. The original flavor was occasionally found in limited-time promotions, but the company used vanilla cream for most Twinkies. In 1988, Fruit and Cream Twinkies were introduced with a strawberry filling swirled into the cream. However, the product was soon dropped. Vanilla's dominance over banana flavoring would be challenged in 2005, following a month-long promotion of the movie King Kong. Hostess saw its Twinkie sales rise 20 percent during the promotion, and in 2007 permanently restored the banana-cream Twinkie to its snack lineup.

On May 4, 2012, parent company Hostess filed for Chapter 11 bankruptcy protection. Twinkie sales for the year ended December 25, 2011 were 36 million packages, down almost 2% from a year earlier. Hostess said customers have migrated to healthier foods. On November 16, 2012 at 7:00am (EST), Hostess officially announced that it "will be winding down operations and has filed a motion with the U.S. Bankruptcy Court seeking permission to close its business and sell its assets, including its iconic brands and facilities. Bakery operations have been suspended at all plants. Delivery of products will continue and Hostess Brands retail stores will remain open for several days in order to sell already-baked products." But on November 19, 2012, Hostess and the Bakers Union agreed to mediation, delaying the shutdown for another day.

Twinkies are still produced in Canada by Saputo Incorporated's Vachon Inc. (at a bakery in Montreal) which owns the Canadian rights for the product from Hostess and is not affected by the actions in the United States.