He answers a burning question: Do Twinkies really last 1,000 years?
| The Associated Press
Callahan says a steady stream of new products, like candy bar-inspired Kazbars and miniature Baby Bundt cakes, have been key to winning over skeptics and leading them back to old favorites. Callahan discussed the challenge of leading a brand with a history, as well as his service in the U.S. Navy, with The Associated Press. His comments have been edited for length and clarity.It’s the way that brands become contemporary. It’s a way that they stay relevant and it’s the way they create a bridge to a new generation. When I took over Hostess five years ago, we had stopped that process.
So leveraging the good of that business, making it relevant to new consumers while not disenfranchising the old, is the art of what makes the consumer packaged goods market so challenging on one side but so exciting on the other. You can’t leave one for the other.The number of occasions that consumers are eating every day has marched up year after year for over 20 years now. And this balance sheet is real. Consumers really want their food to be fit for a purpose.
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