Hostess Brands, whose quirky full-page ads for Twinkies, CupCakes and Fruit Pies were a hallmark of American comic books from 1975 to 1982, is expected to file for Chapter 11 bankruptcy protection as early as this week.
The Wall Street Journal reports the move will be the second significant court restructuring for the wholesale baker and distributor, which employs about 19,000 people and carries more than $860 million in debt. The Irving, Texas-based Hostess, formerly Interstate Bakeries Corporation, has been struggling since it emerged in February 2009 from four years of bankruptcy proceedings. High labor costs and rising prices of sugar, flour and other ingredients are being blamed for its financial woes, which include more than $50 million owed to anxious vendors.
Although the company’s brands include Drake’s, Dolly Madison and Wonder Bread, it’s perhaps best known — certainly to comic readers of a certain age — for its Hostess line. The snack cakes became a staple of American comics during a seven-year advertising campaign that featured such characters as Aquaman, Archie, Batman, Bugs Bunny, Iron Man and Spider-Man in one-page adventures in which Hostess products played a key role.
In the aptly named “Fruit Pies for Magpies,” three would-be thieves are distracted by (you guessed it!) Fruit Pies, providing Batgirl with an opportunity to lasso them. In another installment, Captain America saves Nick Fury from the steely grip of “the Trapster’s goon” by hurling his Fruit Pie-covered shield at the criminal. And then there was that time Captain Marvel lured a giant flea market-eating flea — let that soak in — into a net by using Twinkies as bait.
Tomorrow’s Heroes has an archive of 204 Hostess ads, if you’re looking to kill a little time.