Walmart Inspires Deep-Fried Twinkies

Walmart is exclusively merchandising a new deep-fried version of the popular Twinkie snack from Hostess Brands.The deep-fried Twinkies — which are dipped in funnel cake-like batter, flash fried and sold frozen for home baking — hit Walmart stores last month. The mass merchant is enjoying an exclusive launch window before the treat rolls out to other retailers after building out the frozen concept with the manufacturer.In a post on Walmart’s official blog, senior buyer for frozen foods John Pearson described how the mass merchant began working with Hostess last summer to design the treats as both companies look to spark food sales with innovative products.“We set up a meeting with Hostess to discuss the details. Why this product could succeed. How it lines up with our philosophy of making shopping fun and exciting again. How consumer trends tell us to focus on both products that are healthy and overindulgent,” Pearson said.Walmart gave Hostess feedback on taste, appearance, packaging and naming based on tests and what they’ve learned about consumers all over the business. The mass merchant in June opened a food lab at its Bentonville, AR, headquarters, and shares the feedback it receives on items from customers with suppliers.The mass merchant is amping up its collaboration with suppliers, especially when it comes to exciting new food and grocery products, which account for more than half of the giant’s sales. According to reports, the retailer is currently testing items such as frozen stuffed doughnut bites and vacuum-packed Paleo meals.The deep fried Twinkies are Hostess’ first foray into frozen foods and come in two flavors, original golden and chocolate, the latter specifically requested by Walmart. In stores, aisle violators and Smart Network ads plug the new arrivals. Shelf stable Twinkies also currently earn prime merchandising on an upfront endcap.Twinkies recently came perilously close to extinction when Hostess filed for bankruptcy. The company was bought by private equity groups and is now mostly owned by Gores Group, which plans to take the company public.In related news, Walmart is leasing space in a Plano, TX, store for the first State Fair Treats restaurant, showing the retailer’s willingness to consider food concepts beyond large franchises such as McDonald’s and Subway. The retro-themed diner will open on Sept. 20 and offer 45 items including funnel cake fries, corn dogs, and deep-fried hash browns stuffed with bacon and cheddar cheese.

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