Sweet snacks brand Hostess on Thursday announced changes to its logo and packaging as part of a broader "refresh" initiative.
The Twinkies maker said that the modernized look retains its trademark heart while incorporating brighter colors, a more "playful" font and cloud-shaped borders to reflect "the light and airy quality of every Hostess snack."
The company said that the changes were developed by a dedicated team that utilized both industry partners and "multiple phases" of consumer testing. Officials added that the brand overhaul would also include a new advertising campaign in 2025.
"The launch of the new logo and packaging design is an exciting way to kick off the next chapter for this great brand and introduce ourselves to new fans," said Christopher Balach, vice president of marketing at Hostess parent J.M. Smucker. "When we talk to consumers about the brand, the thing we hear again and again is about the joy it brings, and we were eager to celebrate the special feeling of enjoying a favorite Hostess treat through this work."
