{"id":19382,"date":"2012-12-02T22:06:46","date_gmt":"2012-12-03T03:06:46","guid":{"rendered":"http:\/\/www.iposgoode.ca\/?p=19382"},"modified":"2012-12-02T22:06:46","modified_gmt":"2012-12-03T03:06:46","slug":"if-twinkies-can-survive-nuclear-war-they-can-survive-this","status":"publish","type":"post","link":"https:\/\/www.yorku.ca\/osgoode\/iposgoode\/2012\/12\/02\/if-twinkies-can-survive-nuclear-war-they-can-survive-this\/","title":{"rendered":"If Twinkies can Survive Nuclear War, They can Survive This"},"content":{"rendered":"<p>Hostess, the brilliant minds behind the Twinkie<sup>TM<\/sup>, filed for a\u00a0<a href=\"http:\/\/hostessbrands.info\/latest-updates\/2012\/11\/16\/hostess-brands-to-wind-down-company-after-bctgm-union-strike.html\" target=\"_blank\" rel=\"noopener noreferrer\">motion<\/a>\u00a0to wind down business operations as the result of being unable to reach an agreement with the Bakery, Confectionery, Tobacco Workers and Grain Millers International Union (BCTGM).\u00a0 Though the company itself suffered from an inflated cost structure, their trade-marks, which include Twinkie<sup>TM<\/sup>, Ding Dongs<sup>TM<\/sup>\u00a0and Wonder<sup>TM<\/sup>\u00a0(bread), still have substantial value.\u00a0 Therefore, though the company has been\u00a0<a href=\"http:\/\/dealbook.nytimes.com\/2012\/11\/16\/a-push-to-save-the-twinkies\/\" target=\"_blank\" rel=\"noopener noreferrer\">unsuccessful<\/a>\u00a0selling its assets as a whole, it might be successful in selling its brands.<\/p>\n<p><!--more--><\/p>\n<p>On November 21, 2012 the U.S. Bankruptcy Court for the Southern District of New York\u00a0<a href=\"http:\/\/hostessbrands.info\/latest-updates\/2012\/11\/21\/hostess-brands-obtains-court-authority-to-wind-down-all-oper.html\" target=\"_blank\" rel=\"noopener noreferrer\">accepted<\/a>\u00a0Hostess' motion, and the company began the process of selling their assets.<\/p>\n<p>The market for well established brands appears to be quite good.\u00a0 In 2009,\u00a0<a href=\"http:\/\/www.gordonbrothers.com\/About-Us\/Press-Releases\/2009\/4\/2009-04-16.aspx\" target=\"_blank\" rel=\"noopener noreferrer\">Gordon Brothers Brands, LLC and Hilco Consumer Capital, L.P<\/a>\u00a0bought Polaroid<sup>TM<\/sup>\u00a0adding to their collection of well-established brands\u00a0bought from companies in bankruptcy.\u00a0 Armed with the brands, Gordon Brothers and Hilco remarketed goods to consumers by changing the underlying business models, which failed, into ones that work.\u00a0 By acquiring these well-established brands, companies such as Gordon Brothers and Hilco can capitalize on the consumer recognition of the product without needing to be burdened by any of the original company`s mistakes.<\/p>\n<p>In the food market especially, selling food with a recognized brand appears to be crucial.\u00a0 With grocery stores only stocking shelves with their highest selling products, it is becoming harder for midsize food companies to compete.\u00a0 The result is that companies which offer fewer food products are selling their product brands to larger food companies.\u00a0 One example, from earlier in 2012, is Proctor &amp; Gamble who sold the\u00a0<a href=\"http:\/\/news.pg.com\/press-release\/pg-corporate-announcements\/pg-completes-sale-pringles-kellogg\" target=\"_blank\" rel=\"noopener noreferrer\">Pringles<\/a><sup>TM<\/sup>\u00a0brand and related assets to Kellogg\u2019s for $2.695 billion dollars.<\/p>\n<p>There are several food industry giants that might be willing to purchase the Hostess brands.\u00a0 One obvious candidate is Flowers Foods (hereafter \u201cFlowers\u201d), a rival of Hostess, whose\u00a0<a href=\"http:\/\/phx.corporate-ir.net\/phoenix.zhtml?c=107221&amp;p=irol-stockQuoteChart\" target=\"_blank\" rel=\"noopener noreferrer\">stock prices<\/a>\u00a0have jumped since the announcement of Hostess\u2019s bankruptcy proceedings.\u00a0 In 2011, Flowers\u00a0<a href=\"http:\/\/phx.corporate-ir.net\/phoenix.zhtml?c=107221&amp;p=irol-newsArticle_Print&amp;ID=1567583&amp;highlight=\" target=\"_blank\" rel=\"noopener noreferrer\">bought<\/a>\u00a0the Tasty Baking Company when that company was in a similar financial state as Hostess.\u00a0 With the purchase, Flowers gained access to the Tastykake<sup>TM<\/sup>\u00a0brand, another fine example of a cream-filled confection. \u00a0When asked to comment about the purchase,\u00a0<a href=\"http:\/\/phx.corporate-ir.net\/phoenix.zhtml?c=107221&amp;p=irol-newsArticle_Print&amp;ID=1567583&amp;highlight=\" target=\"_blank\" rel=\"noopener noreferrer\">George Deese<\/a>, Chairman and CEO of Flowers Foods, said that \u201cWe recognize that consumers hold Tastykake in very high regard when it comes to product quality and freshness\u201d.\u00a0 Clearly, Mr. Deese recognized the advantage of purchasing an established brand.\u00a0 Perhaps Flowers will end up taking the same view when it comes to the Twinkie<sup>TM<\/sup>, or other Hostess brands, should they decide to purchase any of their brands. \u00a0However, Flowers has yet to comment about the possibility of purchasing Hostess brands.<\/p>\n<p>The drawback from buying brands rather than buying all assets of a bankrupt company is that employees are inevitably left without jobs.\u00a0 During the winding down process, Hostess only intends to\u00a0<a href=\"http:\/\/hostessbrands.info\/latest-updates\/2012\/11\/21\/hostess-brands-obtains-court-authority-to-wind-down-all-oper.html\" target=\"_blank\" rel=\"noopener noreferrer\">keep<\/a>\u00a0about 3,200 employees of the former 18,500 to assist in the process.\u00a0 Of those that\u00a0<a href=\"http:\/\/hostessbrands.info\/latest-updates\/2012\/11\/21\/hostess-brands-obtains-court-authority-to-wind-down-all-oper.html\" target=\"_blank\" rel=\"noopener noreferrer\">remain<\/a>, 94% will find themselves unemployed within the first 16 weeks of the year-long process. \u00a0Since Flowers Foods recently acquired all assets of the Tasty Baking Company, it is doubtful that they would attempt to buy the Hostess assets as a whole as well.\u00a0 If they decide to purchase any assets of Hostess, it will probably be limited to brands, and former employees of Hostess will be out of work.<\/p>\n<p>Although it may not be Flowers, it does seem likely that Hostess brands like Twinkie<sup>TM<\/sup>\u00a0will be bought by some other food company.\u00a0 Those people who are thinking of buying boxes of Twinkies on eBay can relax - The Twinkie probably isn\u2019t going anywhere anytime soon.<\/p>\n<p><em>Adam Stevenson is a JD Candidate of Western University, faculty of law.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hostess, the brilliant minds behind the TwinkieTM, filed for a\u00a0motion\u00a0to wind down business operations as the result of being unable to reach an agreement with the Bakery, Confectionery, Tobacco Workers and Grain Millers International Union (BCTGM).\u00a0 Though the company itself suffered from an inflated cost structure, their trade-marks, which include TwinkieTM, Ding DongsTM\u00a0and WonderTM\u00a0(bread), still [&hellip;]<\/p>\n","protected":false},"author":2140,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[62],"tags":[1546,915,1880,1881,57,1882],"class_list":["post-19382","post","type-post","status-publish","format-standard","hentry","category-trademarks","tag-adam-stevenson-ipilogue-editor","tag-bankruptcy","tag-brand","tag-hostess","tag-trademark","tag-twinkie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>If Twinkies can Survive Nuclear War, They can Survive This - IPOsgoode<\/title>\n<meta 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