Hostess Brands L.L.C. on June 13 said it has completed the acquisition of Southbridge, Mass.-based Superior Cake Products, Inc., an in-store bakery company.
The transaction, which was first disclosed to Milling & Baking News during an exclusive interview at the Sweets & Snacks Expo, held May 24-26 in Chicago, is expected to allow the Kansas City-based sweet goods maker to tap into the rapidly expanding in-store bakery category. The acquisition is the company’s first since the Hostess brand returned to the market under new ownership in 2013.
Founded in 1908, Superior Cake Products makes a range of sweet goods, including eclairs, madeleines, brownie bites, black and white cookies and other offerings made under the brand name Superior on Main. The company also makes premium baked goods that are sold through in-store bakeries at retailers.
“We see significant growth potential in the in-store bakery channel and believe that the Superior on Main products bring the same commitment to high quality and best-in-class baking that Hostess exemplifies,” said Bill Toler, chief executive officer of Hostess Brands, L.L.C. “We welcome with excitement the addition of Superior on Main to the Hostess family.”
The strategic acquisition comes on the heels of Hostess’s recent innovation efforts to extend its offerings beyond its well-known CupCake, Twinkies, Zingers and Donettes brands. In the years since Hostess returned to market in July 2013, the company has embraced creative flavors and concepts, introducing an array of seasonal snack cakes such as Pumpkin Spice Twinkies and Peppermint Ho Hos, as well as adding permanent fixtures such as candy-topped brownies through a partnership with Mars’ M&Ms and Milky Way brands. The company also has added fresh bread to its portfolio.
“This is 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,” Mr. Toler said.
Superior on Main has a specialty bakery located in Southbridge, where the company makes cookies, brownies and French pastries.
“Superior on Main and Hostess share a mutual excitement for the expanding in-store bakery segment,” said Terence Dalton, c.e.o. of Superior Cake Products, Inc. “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.”
By Eric Schroeder
Source: Food Business News
Cécile Béliot has assumed the role of Bel Group chief executive officer, following the decision to separate the roles of chairman and CEO. The separation of the functions will enable Bel Group to develop in three areas of healthy snacking. Meanwhile, the company’s former CEO, Antoine Fiévet, has had his mandate renewed as chairman of the board.
US Food and Drug Administration (FDA) Commissioner Dr. Robert Califf was grilled by lawmakers during a House Appropriations subcommittee hearing, where he was slammed over the agency’s handling of the escalating infant formula shortage.
Sweegen is ramping up its efforts to reduce sugar across F&B applications while simultaneously tapping into the benefits of using antioxidants and bitter blocking technology. Speaking to FoodIngredientsFirst, Casey McCormick, vice president of global innovation at Sweegen, says product developers can find a broad range of solutions in Sweegen’s nature-based sweetener systems as brands elevate better-for-you foods.