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Could It Be? A 100 Calorie Twinkie(R)?
Date:11/3/2008

Hostess(R) Launches 100 Calorie 'Twinkie Bites' for Fans of the Iconic Snack Cake

Original Twinkie Taste in Convenient Portion Controlled Size

KANSAS CITY, Mo., Nov. 3 /PRNewswire/ -- Hostess(R) is introducing a great tasting, portion controlled option of the snack cake that has been a part of our popular culture for generations -- the Twinkie(R). The brand that makes America's most iconic snack cakes is now offering 100 Calorie Pack "Twinkie Bites". Available nationwide, each Hostess 100 Calorie Pack of Twinkie Bites contains three moist and delicious mini Twinkie cakes filled with the brand's signature creme filling.

"As a leader in the portion control category we've received a tremendous response from consumers for delivering real cake and satisfaction in our 100 calorie snacks," said Kevin Kaul, Marketing Director for Hostess. "Given the excitement surrounding the launch of our 100 Calorie Pack Cup Cake and Muffin products we are excited to now offer our most iconic snack -- the Twinkie -- in a portion controlled option."

"Since we introduced Hostess 100 Calorie Cup Cakes in early 2007, consumers have been asking, 'When will you offer a 100 Calorie Twinkie?'" said David Leavitt, VP of Snack Marketing for Interstate Bakeries Corp., makers of Hostess products. "Even though a regular Twinkie only has 150 calories -- a fact many consumers don't know -- Twinkie Bites are sure to appeal to families looking for portion control and convenience from one of their favorite snack brands."

Hostess is also introducing 100 Calorie Pack Strawberry Cup Cakes, three strawberry cakes with cream cheese icing and creme filling, as part of the 100 Calorie Pack line extension. Hostess has become a leader in the portion control and 100 Calorie Pack product category with the successful introduction of several varieties of Hostess 100 Calorie Packs, including:

-- Chocolate cup cakes with chocolate icing and creamy filling

-- Carrot cake cup cakes with cream cheese icing and creamy filling

-- Banana muffins with streusel topping

-- Cinnamon coffee cakes with streusel topping

The Hostess 100 Calorie Pack Twinkie Bites and Strawberry Cup Cakes launch will be supported by a national advertising campaign which touts the great taste and satisfying snack experience of Hostess 100 Calorie Packs with the tagline -- "3 Cakes, 100 Calories, Real satisfaction"(TM). The campaign, designed by Bernstein-Rein, includes national print advertising in top women's magazines including People, O, The Oprah Magazine, Better Homes and Gardens and Weight Watchers Magazine.

For more information visit http://www.hostesscakes.com/100.

Interstate Bakeries Corporation, the maker of Hostess products, is one of the nation's largest wholesale bakers and distributors of fresh baked bread and sweet goods under various brand names including Wonder(R), Hostess(R), Dolly Madison(R), Baker's Inn(R), Home Pride(R), Merita(R) and Drake's(R). For more information visit http://www.interstatebakeriescorp.com.


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SOURCE Interstate Bakeries Corporation
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