Twinkies Are Back! Now What?

As the 83-year-old snack returns to shelves, the road ahead may not be soft and spongy

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When Hostess Twinkies return to store shelves next month, they’ll epitomize one of branding’s rarest feats: a return from the dead. But while the snack’s resurgence (courtesy of a $410 million fire-sale buyout by Apollo Global Management) will doubtless make snack hounds happy, the legendary brand still has its work cut out for it.

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