The Kansas-based multinational is collaborating with Evergreen Licensing to sway into the popcorn category under the Twinkies and Ding Dongs brand names.
The move capitalises on the increased demand for hybrid snacks as consumers seek familiar flavours in unexpected and innovative ways. The new popcorn treats capture the essence of the beloved Hostess snack cakes in ‘light, crispy and sweet’ popcorn form.
They’re not available as yet but are expected to roll out in two sizes in grocery, mass, dollar and convenience stores across the US within the year.
“We are very proud to work with the Hostess Brands team to create this tasty popcorn treat,” said Sue McCabe, president and chief marketing officer of Evergreen Licensing.
“Our goal is always to look for innovative ways to extend our licensing platform and bring new products to our retail partners and consumers. We would like to thank the Global Icons team for their support and efforts in facilitating this opportunity with Hostess Brands.”
In addition to Hostess Brands, Evergreen has a popcorn partnership with dippin’ dots, and has also teamed with Chattanooga Bakery to create Moon Pie snack puffs.