Hostess acquires Superior on Main to tap in-store bakery growth

By Vince Bamford

- Last updated on GMT

Superior Cake Products owns Superior on Main. Image source:
Superior Cake Products owns Superior on Main. Image source:

Related tags Baking Hostess

Hostess Brands has made its first acquisition since coming under new ownership itself in 2013.

The business has acquired Massachusetts-based bakery business Superior Cake Products – producer of the Superior on Main brand – as it looks to tap growth opportunities in the in-store bakery category.

Citing Nielsen Perishables Group FreshFacts data, Hostess said sales of in-store brownies and dessert bars rose 13% in 2015, with cookies up 7% and cakes up 4.5%.

We see significant growth potential in the in-store bakery channel​,” said Hostess Brands CEO Bill Toler. “This is a powerful opportunity to extend Hostess’s brand equity across categories, segments and channels, while capitalizing on the upward indulgence trend in the baked goods arena​.”

Specialty bakery in Massachusetts

Superior Cake Products operates a specialty bakery in Southbridge, Massachusetts, where it makes Superior on Main products including éclairs, madeleines, brownie bites, and black & white cookies. The company also supplies baked goods to in-store bakeries at retailers.

Founded in 1908 in northeastern Connecticut, the business relocated to a new Main Street location in the 1920s that was the inspiration for the Superior On Main brand name.

Superior on Main and Hostess share a mutual excitement for the expanding in-store bakery segment​,” said Superior Cake Products CEO Terence Dalton.  “I’m very pleased to join the Hostess team, and look forward to contributing the legacy of our brand to Hostess’s continued innovation efforts​.”

Hostess line-up extended

Mars brownies

Since being acquired by Metropolous and Apollo Global Management out of liquidation in 2013, Hostess has expanded its line-up with products including Pumpkin Spice Twinkies and Peppermint Ho Hos.

At last month’s Sweets & Snacks Expo in Chicago​, the business unveiled a partnership to produce brownies featuring Mars confectionery brands MilkyWay and M&M's.

Headquartered in Kansas City, Missouri, Hostess operates bakeries in Emporia, Kansas; Columbus, Georgia; and Indianapolis, Indiana.

Hostess last week announced the recall of 710,000 cases of cakes and donuts​ over fears they may contain undeclared peanut residue.

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