Company commits to not engage in advertising primarily
directed to children under age 13
LENEXA,
Kan., April 28, 2022 /PRNewswire/ -- Hostess
Brands, LLC, a leading sweet snacks company, has pledged through
the Children's Food and Beverage Advertising Initiative (CFBAI)
that it will not advertise to children under the age of 13 except
in instances when advertising supports products that
comply with CFBAI's Uniform Nutrition Criteria. The company
joins 19 leading food, beverage and quick-serve restaurant
companies participating in the program.
Hostess Brands' decision to join CFBAI is a result of the 2021
launch of its first national advertising campaign in almost a
decade ("Live Your Mostess"), the company's continued growth in the
sweet snacks category and its ongoing commitment to corporate
social responsibility.
With a new mission – to inspire moments of joy by putting
our hearts into everything we do – and as part of its growth
and transformation strategy, Hostess Brands has placed a larger
priority on marketing. Hostess advertising spend has grown over the
past two years and will increase double digits over the next
several years. Its "Live Your Mostess" campaign is focused on
winning the hearts and minds of consumers by sparking uninhibited,
child-like joy in adults.
"We've experienced accelerated business growth over the past two
years and are proud to join CFBAI," said Dan O'Leary, chief growth officer of Hostess
Brands. "This pledge marks an important milestone in our
transformation journey as we demonstrate our commitment to building
a socially responsible snacking powerhouse."
Hostess Brands will roll out new advertising for
Hostess® under its "Live Your Mostess" platform in May
as well as this fall. The company also is investing in advertising
for Voortman® branded cookies and wafers as it seeks to
increase awareness of the brand in the U.S.
"For nearly 15 years, CFBAI has focused on ensuring that foods
in ads directed to children meet strict nutrition criteria," said
Maureen Enright, vice president of
Children's Food and Beverage Advertising Initiative [CFBAI], BBB
National Programs. "We are excited to welcome Hostess Brands as our
newest CFBAI participant, joining 19 other leading food, beverage
and quick-serve restaurant companies committed to ongoing
improvement in the children's food advertising landscape."
About Hostess Brands, LLC
Hostess Brands, LLC, a
subsidiary of Hostess Brands, Inc. (NASDAQ: TWNK), is a leading
sweet snacks company focused on developing, manufacturing,
marketing, selling and distributing products in North America under the Hostess®
and Voortman® brands. The company produces a variety of
new and classic treats, including iconic Hostess®
Donettes®, Twinkies®, CupCakes, Ding
Dongs® and Zingers®, as well as a variety of
Voortman® cookies and wafers. For more information about
Hostess Brands, please visit hostessbrands.com.
About the Children's Food and Beverage Advertising
Initiative
Since 2007, CFBAI has been changing the
children's food advertising landscape to include healthier
products. CFBAI's participants commit to use CFBAI's science-based
Uniform Nutrition Criteria to govern what foods they advertise
directly to children under 12 or to not engage in such advertising.
CFBAI's 19 participants, representing a substantial majority of
child-directed food advertising on TV, are: American Licorice
Company; Burger King Corp.; Campbell Soup Company; The Coca-Cola
Company; Conagra Brands, Inc.; Danone North America, PBC; Ferrero
USA, Inc.; General Mills, Inc.;
The Hershey Company; Kellogg Company; Keurig Dr Pepper; The Kraft
Heinz Company; Mars, Incorporated; McDonald's USA, LLC; Mondelēz Global, LLC; Nestlé
USA; PepsiCo, Inc.; Post Foods,
LLC; and Unilever USA. For more
information about the CFBAI, visit
www.bbbprograms.org/programs/cfbai.
Media contact
Carly
Schesel
612-375-8590
carly.schesel@clynch.com
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SOURCE Hostess Brands