Hostess Brands, LLC, Kansas City, Mo., rolled out frozen deep-fried Twinkies—funnel cake-battered sponge cake with a creamy filling.
The pre-packed deep-fried Twinkies are dipped in funnel cake batter and flash fried before they’re frozen, and come in Classic and Chocolate varieties, which can be heated up in a toaster oven or regular oven in just minutes.
“Americans asked and we answered,” says Ellen Copaken, vice president of marketing. “We started to explore the idea of developing a deep-fried Twinkie when we saw, year after year, that this indulgent snack was the main attraction at local state fairs and summer carnivals taking place around the country. This sweet treat is the result of premium innovation and yet another momentous celebration of the beloved Twinkie. Bringing the Twinkie to the freezer aisle is another way to extend the iconic Hostess brand to other parts of the store.”
These deep-fried Twinkies can be found in the freezer aisle of Wal-Mart stores nationwide, with goals of appearing in grocery stores and other mass retailers later in the year.