Hostess acquires Superior Cake Products

by Eric Schroeder
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Superior on Main brownies, cookies, madeleines
Superior Cake Products makes a range of sweet goods, including madeleines, brownie bites and black and white cookies under the Superior on Main brand.

KANSAS CITY — 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.

Bill Toler, Hostess
Bill Toler, c.e.o. of Hostess

“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.”

Hostess Pumpkin Spice Twinkies, Peppermint Ho-Hos
Hostess has embraced seasonal flavors for its snack cakes such as Pumpkin Spice Twinkies and Peppermint Ho Hos.

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 bakery products
Superior on Main has a specialty bakery located in Southbridge, where the company makes cookies, brownies and French pastries.

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.” 
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