Deep-fried Twinkie

The Twinkie is an American snack cake, described on its packaging as "golden sponge cake with a creamy filling". It was formerly made and distributed by Hostess Brands. The brand is currently owned by Hostess Brands, Inc., in turn currently owned by The J.M. Smucker Company and having been formerly owned by private equity firms Apollo Global Management and C. Dean Metropoulos and Company as the second incarnation of Hostess Brands. During bankruptcy proceedings, Twinkie production was suspended on November 15, 2012, and resumed after an absence of a few months from American store shelves, becoming available again nationwide on July 15, 2013.

Grupo Bimbo's Vachon Bakery, which owns the Canadian rights to the product and made them during their absence from the U.S. market, produces Twinkies in Canada at a bakery in Montreal. They are made in Emporia, Kansas, in the U.S. Twinkies are also available in Mexican stores as "Submarinos" made by Marinela, and as "Tuinky" made by Wonder; both Marinela and Wonder are also subsidiaries of Mexican bread company Grupo Bimbo. In Egypt, Twinkies are produced under the company Edita. Twinkies are also available in the United Kingdom and Ireland under the Hostess brand name where they are sold in Sainsbury's, Tesco, ASDA, and B&M stores. Twinkies are produced and distributed by multiple commercial bakeries in China, where Hostess does not own the brand.

History

Twinkies were invented on April 6, 1930, by Canadian-born baker James "Jimmy" Alexander Dewar for the Continental Baking Company in Schiller Park, Illinois. Realizing that several machines used for making cream-filled strawberry shortcakes sat idle when strawberries were out of season, Dewar conceived a snack cake filled with banana cream, which he dubbed the Twinkie. He said he came up with the name when he saw a billboard in St. Louis for "Twinkle Toe Shoes".

During World War II, bananas were rationed, and the company was forced to switch to vanilla cream. This change proved popular, and banana-cream Twinkies were not widely re-introduced. The original flavor was occasionally found in limited time only promotions; the company used vanilla cream for most Twinkies. In 1988, Fruit and Cream Twinkies were introduced with a strawberry filling swirled into the cream. The product was soon dropped. Vanilla's dominance over banana flavoring was challenged in 2005, following a month-long promotion of the movie ''King Kong''. Hostess saw its Twinkie sales rise 20% during the promotion; in 2007, the company restored the banana-cream Twinkie to its snack lineup although they are now made with 2% banana purée.

In November 2012, as Hostess announced its plan to shut down its operations, ''Time'' ranked the Twinkie #1 in its list of 10 "iconic" junk foods, saying that "they've been a staple in our popular culture and, above all, in our hearts. Often criticized for its lack of any nutritional value whatsoever, the Twinkie has managed to persevere as a cultural and gastronomical icon."

Hostess bankruptcy

On January 11, 2012, parent company Hostess filed for Chapter 11 bankruptcy protection. Twinkie sales for the year, , were 36 million packages, down almost 20% from a year earlier. Hostess said customers had migrated to healthier foods. On November 16, 2012, Hostess officially announced that it "will be winding down operations and has filed a motion with the U.S. bankruptcy court seeking permission to close its business and sell its assets, including its iconic brands and facilities." Bakery operations were suspended at all plants.

On November 19, 2012, Hostess and the Bakers Union agreed to mediation, delaying the shutdown for two days. On November 21, 2012, U.S. bankruptcy judge Robert Drain approved Hostess' request to shut down, ending Twinkie production in the United States.

Return of Twinkies to U.S. market

On March 18, 2013, it was reported that Twinkies would return to store shelves in May of that year. Twinkies, along with other Hostess Brands, were purchased out of bankruptcy by Apollo Global Management and Metropoulos & Co for $410 million.
Twinkies returned to U.S. shelves on July 15, 2013. Apollo subsequently sold Hostess for $2.3 billion.

Before Hostess Brands filed for bankruptcy, Twinkies were reduced in size. They now contain and have a mass of 38.5 grams, while the original Twinkies contained and had a mass of 42.5 grams. The new Twinkies also have a longer shelf life of 45 days, which was also a change made before bankruptcy, compared to the 26 days of the original Twinkies.

In April 2017, Chocolate Cake Twinkies came on the market.

Twinkies Cereal, made by Post, was introduced in December 2020.

Deep-fried Twinkie

Deep frying a Twinkie involves freezing the cake, dipping it into batter, and deep-frying it. Melissa Clark (who interviewed one of the deep fried Twinkie's claimed inventors — Christopher Sell, originally from Rugby, England), writing in The New York Times, describes how "Something magical occurs when the pastry hits the hot oil. The creamy white vegetable shortening filling liquefies, impregnating the sponge cake with its luscious vanilla flavor ..The cake softens and warms, nearly melting, contrasting with the crisp, deep-fried crust in a buttery and suave way. The ''pièce de résistance