Hostess Brands acquires Superior Cake Products

Hostess Brands has acquired US-based in-store bakery company Superior Cake Products.

Financial details of the deal have not been disclosed.

This is the first acquisition of Hostess Brands since it was taken over by Metropolous & Company and Apollo Global Management in 2013.

Superior Cake Products manufactures a range of sweet goods, including éclairs, madeleines, brownie bites and other offerings under the Superior on Main brand.

Superior on Main has a speciality bakery located in Southbridge, Massachusetts, which manufactures cookies, brownies, and French pastries.

Superior Cake Products also manufactures premium baked goods, which are sold through in-store bakeries at retail outlets.

Hostess Brands CEO Bill Toler said: “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.”

“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.”

Superior Cake Products CEO Terence Dalton said: “Superior on Main and Hostess share a mutual excitement for the expanding in-store bakery segment.

“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.”

The acquisition comes following Hostess’s recent innovation efforts to broaden its existing product offerings, which include CupCake, Twinkies, Zingers and Donettes.

As part of these efforts, Hostess has introduced an array of seasonal snack cakes such as Pumpkin Spice Twinkies and Peppermint Ho Hos, as well as permanent snack cakes such as candy-topped brownies in a partnership with Mars’s M&Ms and Milky Way brands.