Hostess Brands Invests in Future Product Development with New Lab

Hostess Brands opened a new Innovation Lab in June to help support its commitment to innovate its products. This lab is in Lenexa, Kansas, and employs about 20 researchers, product testers and bakers, who will all work to create new snack cakes the resonate with consumers. These unique cakes include some of the new products like the Iced Lemon CupCakes, Pumpkin Spice Twinkies and the recently conceived Hot Fudge Sundae CupCakes tested for early 2021 production.
“The Hostess Innovation Lab enables product innovation to the highest level of consumer delight, ensuring that the most desired products are going to market with the utmost quality and sustainability,” says Darryl Riley, Hostess’s SVP of quality, food safety and R&D. “The Innovation Lab gives us the testing capabilities, analytics and market research insights we need to support innovation that meets consumer needs and expectations.”
The Hostess Innovation Lab provides a testing center for Hostess Brands to develop new product prototypes, as well as test them through sensory booths and a focus group room where consumer advocates are invited to take part in the testing process. This experimentation uses consumer insights and the view of Hostess fans to inform the development of new products. Through these insights and views, the brand can give fans innovative and unique products that also perform well for retail partners.
“The Innovation Lab expands our ability to accelerate the speed at which we bring new products to market, meanwhile deepening our innovation roster and ensuring that these newest additions to our brand portfolio are fan favorites for many years to come,” says Riley. “For consumers, the Innovation Lab also provides a peek behind the curtain, as well as an opportunity to be a part of that process, demonstrating our commitment to consumer insight-based product invention.”
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