Hey, where’s the cream filling?
Twinkies cereal will be hitting store shelves nationwide next month. Beginning in late December, fans of the sponge snack cake can consume it as a breakfast food, called Post Hostess Twinkies Cereal.
The sugary collaboration between Post Consumer Brands and Twinkies-maker Hostess replicates the gas station treat’s golden-colored cake and oblong shape.
A one cup serving of the cereal is 180 calories — slightly more than a single 150 calorie Twinkie.
“In developing a cereal version of the iconic Twinkies, our top priority was focused on delivering the great Twinkies flavor in each bite,” Josh Jans, manager of brand partnerships for Post, told Business Insider. “Knowing that taste remains the No. 1 purchase driver of cereal, we conducted multiple consumer tests, and the new Twinkies Cereal delivered. We think fans will find that it not only tastes great with milk but also outside the bowl.”
The Twinkie, which turns 90 next year, was first created in 1930 by an inventive baker who decided to take advantage of various food-processing machines in the factory he worked at.
The caloric snack is infamous for having a shelf-life longer than Plutonium and its name was inspired by a billboard advertising “Twinkle Toe Shoes,” the Wall Street Journal reports. The Twinkie also inspired a campaign finance law in Minnesota.
Previous collaborations between Hostess and Post Brands have included Honey Bun cereal and Donettes cereal.
Hostess went bankrupt and liquidated in 2012 before being bought and flipped in 2015.
The new Post Hostess Twinkies Cereal.Post


