Post Consumer Brands and Hostess Brands are teaming up again to make Twinkies snack cakes into a breakfast cereal.
The cereal will include both the flavor and familiar oblong shape of the original Twinkie. Twinkies fans can find the new cereal on grocery store shelves nationwide starting late December.
"In developing a cereal version of the iconic Twinkies, our top priority was focused on delivering the great Twinkies flavor in each bite," says Josh Jans, brand manager, cereal partnerships, Post Consumer Brands. "Knowing that taste remains the No. 1 purchase driver of cereal, we conducted multiple consumer tests, and the new Twinkies Cereal delivered. We think fans will find that it not only tastes great with milk but also outside the bowl."
Post Consumer Brands, formed from the combination of Post Foods and MOM Brands in May 2015, holds the spot as the No. 3 cereal company in the U.S. The 100-year-old Hostess brand introduced the famed Twinkies snack in 1930, sparking the growth of the packaged baked goods industry.
According to Hostess, the nearly 90-year-old snack cake ranks highest in consumer loyalty. Birthed during the great depression, the cake was included in the 1999 National Millennium Time Capsule.
Twinkies sparked national outrage in 2012 after the snack ceased production. It returned in 2013.
Post Hostess Twinkies Cereal is the latest collaboration between Post Cereals and Hostess Brands, joining other cereal offerings including Post Hostess Honey Bun and Donettes Cereal.