But where's the cream filling?

By Tim Nelson
November 14, 2019
Hostess

We’ve all tried to eat healthy cereal in the past, but face it: they’re boring and gross. That could be part of why sugary cereals persist as a breakfast staple despite broader trends towards healthier eating. In fact, there’s been a steady flow of junk food-derived cereals hitting shelves.

The latest such example registers as probably the greatest example of all that junk food and cereal are one in the same these days. According to a recent announcement by Post Holdings and Hostess Brands, a Twinkies Cereal is set to hit supermarkets across the country this December. The announcement notes that the cereal captures both the shape and the taste of the Hostess treat with almost zero redeeming nutritional value that we all know and love.

Indeed, Hostess and Post didn’t want to just slap the Twinkies logo on a box, either. “In developing a cereal version of the iconic Twinkies, our top priority was focused on delivering the great Twinkies flavor in each bite,” Post brand manager of cereal partnerships Josh Jans said in a statement. “We think fans will find that it not only tastes great with milk but also outside the bowl.”

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Given that it’s dropping in December 2019, the cereal bookends a decade of both failure and resurgence for the Twinkie. It seemed destined for death once Hostess declared bankruptcy in 2012, the casualty of a shift towards consumers actually caring about what they put in their bodies. But when the company was rescued from financial insolvency, the Twinkie made a triumphant comeback in 2013.

And now, the frequently deep-fried snack is headed to cereal bowls in the near future. The only question is, as Hostess commercials have often asked, where’s the cream filling? While Twinkies are rumored to be indestructible, I’m not quite sure how that would work. Regardless, you can expect this box of breakfast goodness to make your morning snack urges slightly more socially acceptable when it hits shelves soon.  

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