Going bankrupt may be a brilliant new marketing tactic for some brands. It's working out wonderfully for Twinkies.
Stores across the region are having a hard time keeping shelves stocked with the yellow, frosting-filed pastry logs. And some stores that do manage to bring in supplies are rationing sales to customers.
"We are receiving limited quantities from Hostess," said Publix Spokesman Brian West. "The demand for Twinkies has far exceeded their projections." Rather than an outright quota system, Publix headquarters officials are letting individual store managers decide how to ration out the cakes, based on demand on site. "We are enjoying the excitement our customers have for this iconic snack."
Twinkies first came back to Publix on July 15, but almost instantly sold out. Some store managers said every time a new shipment comes in, they go right out the door just as quickly. At Sweetbay stores, supplies are sporadic as well, but they haven't had to impose quotas on customers yet. Some Target stores have Twinkies. Some don't.
This kind of Twinkie shortage last happened just as Hostess Brands was marching towards bankruptcy last year.
Twinkies operations were sold in April to two financial firms, Apollo Global Management LLC and Metropoulos & Co. Another company, Flowers Foods, bought the rights to produce Wonder Bread and other products.
This all led to a brand remake for Twinkies, including a social media campaign where fans can spot Twinkies on the shelf and post their victory on Facebook, Twitter. And Hostess has a new slogan for Twinkies: "The Sweetest Comeback In The History Of Ever."