Hostess Snacks Are Making This Change Next Year

Hostess Cupcakes, Twinkies, and Ding Dongs are going to look a little different on store shelves, but the treats inside will still satisfy the appetite for nostalgia.

The iconic snack brand has refreshed its logo and packaging to be more modern, youthful, and playful. The new logo includes a "cloud-shaped border celebrating the light and airy quality of every Hostess snack," according to a press release.

"The launch of the new logo and packaging design is an exciting way to kick off the next chapter for this great brand and introduce ourselves to new fans," says Christopher Balach, vice president of marketing at parent company J.M. Smucker. "When we talk to consumers about the brand, the thing we hear again and again is about the joy it brings, and we were eager to celebrate the special feeling of enjoying a favorite Hostess treat through this work."

The redesigned logo still uses the colors of red, white, and blue as well as a little red heart. But the new bubbly font eliminates drop shadows in accordance with modern tastes.

The Donettes packaging will look slightly different than the others, with a soft-bordered cloud emitting a puff of sugar. Just like what happens when we pick up those powdery mini-donuts we all know and love.

"At Hostess we talk about how we are made not manufactured—that every snack we bake is unique— and that spirit was central to the refreshed presentation," explains Aundrea Graver, director of marketing. "One of my favorite aspects of the work are the subtle 'Easter eggs' embedded in how we present the product brands. We wanted to leverage the inherent strength of the Hostess parent brand while celebrating what makes each of our sweet baked snacks distinct and we did just that."

Hostess will unveil a new advertising campaign next year as part of the brand refresh.