Twinkies launches peanut butter range in UK & Europe

By Jenny Eagle contact

- Last updated on GMT

Twinkies has launched a Chocolate Peanut Butter flavor in the UK and Europe. Pic: Twinkies.
Twinkies has launched a Chocolate Peanut Butter flavor in the UK and Europe. Pic: Twinkies.
Twinkies has launched a Chocolate Peanut Butter flavor in the UK and Europe, partnering with Innovative Bites as its exclusive distributor.

The sweet sponge cake is already available in original and banana, with the latest addition on sale in Sainsbury’s retail stores across the UK in packs of 10 (RRP £4). 

Latest flavor trend

Vishal Madhu, director, Innovative Bites, said consumer demand for all things American continues to grow, so it made sense to expand its Twinkies product range within the UK and Europe, along with the rest of the Hostess portfolio of snacks. 

"Peanut butter is the latest flavor trend for our customers, as well as consumers. This line will prove just as popular amongst those looking to indulge their sweet tooth​,” he said. 

Twinkies is produced by Hostess Brands and BakeryandSnacks​ recently reported Bill Toler, president and CEO of Twinkies will retire next year.

Toler’s retirement will take effect on March 1, 2018, or sooner if a replacement is found.

“Under Bill’s leadership, the company successfully re-established the iconic Hostess brand as a leader within the sweet baked goods category and transitioned from a private to public company,”​​ said Dean Metropoulos, executive chairman of the Board.

Toler joined the Hostess Group after it was bought out of liquidation by Apollo Global Management and C Dean Metropoulos in 2013. He was named CEO in May 2014 and oversaw the Missouri-based company’s return to the stock market last year. He will remain on the company’s Board of Directors.

Peanut butter trends

ResearchandMarkets launched a report on peanut butter trends earlier this year called; ‘Peanut Butter Market: Global industry trends, share, size, growth, opportunity and forecast 2017-2022’.

It claims the global peanut butter market is worth approximately $3bn with demand growing at a CAGR of around 6% during 2009-2016.

The types of peanut butter available include Creamy, Crunchy/Chunky, Old Fashioned/Natural, Reduced Fat and Honey Roasted. North America represents the largest market for this sector followed by Europe and Asia Pacific.

The report analyzes some of the players in the global peanut butter market, such as J.M. Smucker Co; Hormel and ConAgra Food and says a variety of flavors, new blends, rising disposable income of consumers and growing preferences for nutritious products are major factors driving growth.

Related topics: Ingredients, Cakes & Pastries

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