I.B.C. into 100-calorie pack category with new Hostess cupcakes

by Josh Sosland
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KANSAS CITY — Interstate Bakeries has introduced Hostess 100 Calorie Packs as a portion-controlled snack for calorie-conscious consumers. Each package contains three mini cup cakes that contain the Hostess brand’s signature creamy filling.

The cupcakes are offered in three varieties:

  • Chocolate cake with chocolate icing,
  • Golden cake with chocolate icing, and
  • Carrot cake with cream cheese icing.

"While consumers are clearly embracing the concept of 100 calorie snack items, many products are ‘versions’ of the real thing and fall short on one very important factor — taste," said David Leavitt, vice-president of snack marketing at I.B.C. "Hostess 100 Calorie Packs make taste the focal point, placing a premium on what consumers really crave — a truly satisfying, authentic tasting sweet treat. The days of sacrifice are over."

I.B.C. is supporting the launch with an advertising campaign in connection with the rollout. Advertisements will have the tagline, "3 cakes, 100 calories, real satisfaction." The campaign has been created by Bernstein-Rein, Kansas City, and will include print advertisements in several top women’s magazines, including People; O, The Oprah Magazine; Ladies Home Journal; and Redbook.

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