Hostess Brands opens Innovation Lab in Kansas, US

US-based food company Hostess Brands has opened a new Innovation Lab to meet growing consumer taste preferences and an upward shift in snacking behaviours.

Located in Lenexa, Kansas, the Innovation Lab will house nearly 20 researchers, product testers and bakers, who will be engaged in creating new snack cakes.

Hostess Quality, Food Safety and Research and Development senior vice-president Darryl Riley said: “The Hostess Innovation Lab enables product innovation to the highest level of consumer delight, ensuring that the most desired products are going to market with the utmost quality and sustainability.

“The Innovation Lab gives us the testing capabilities, analytics and market research insights we need to support innovation that meets consumer needs and expectations – such as the Hostess Hot Fudge Sundae CupCakes recently conceived and tested for early 2021 production.

“As the category leader, we take it upon ourselves to make a sustained investment in this consumer-centric area of our business.”

At its Innovation Lab, Hostess Brands will develop new product prototypes, which will be tested at its custom-built sensory booths by consumer advocates and a focus group room.

The feedback will enable the company to bring products that perform well in stores in a quick and efficient manner and meet the needs of its retail partners.

Riley added: “The Innovation Lab expands our ability to accelerate the speed at which we bring new products to market, meanwhile deepening our innovation roster and ensuring that these newest additions to our brand portfolio are fan favourites for many years to come.”