Hostess to modify advertising strategy

LENEXA, KAN. — Hostess Brands, Inc. joined 19 other fast food and grocery companies in pledging not to advertise to children under 13, except where the advertisement supports products Compliant with the Children’s Food and Beverage Advertising Initiative (CFBAI) Uniform Nutrition Criteria.

Hostess’ move follows the launch of its first national ad campaign in nearly a decade. Introduced in 2021, the “Live Your Mostess” campaign aims to win the hearts and minds of consumers by sparking unrestrained childlike joy in adults, according to Hostess.

Hostess has placed a higher priority on marketing in recent years, with marketing playing a central role in its growth and transformation strategy. Ad spend is expected to grow in double digits at Hostess over the next few years, the company noted.

“We have 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 commitment marks an important step in our transformation journey as we demonstrate our commitment to building a socially responsible snacking powerhouse.”

Hostess said it will be rolling out new advertising for Hostess under its “Live Your Mostess” platform in May as well as in the fall. The company also invests in advertising for Voortman brand cookies and wafers as it seeks to increase brand awareness in the United States. Earlier this week, Voortman announced that it would be launching two limited-edition creme wafer flavors this summer: Raspberry Lemonade and Tropical Fruit.

In addition to Hostess, CFBAI participants include American Licorice Co.; Burger King Corp.; Campbell Soup Co.; The Coca-Cola Co.; Conagra Brands, Inc.; Danone North America; Ferrero USA, Inc.; General Mills, Inc.; Hershey Co.; Kellogg Co.; Keurig Dr Pepper; The Kraft Heinz Company; Mars, Inc.; McDonald’s USA, LLC; Mondelez Global, LLC; Nestlé United States; PepsiCo, Inc.; Post Foods, LLC; and Unilever USA.

“For nearly 15 years, CFBAI has been committed to ensuring that foods in advertising to children meet strict nutritional criteria,” said Maureen Enright, CFBAI Vice President, BBB National Programs. “We are thrilled to welcome Hostess Brands as a new CFBAI participant, joining 19 other leading food, beverage and fast food companies committed to continuously improving the children’s food advertising landscape.”