Nobody is eating a Twinkie for the taste. It’s all about nostalgia.
So unlike a mousetrap, you really can build a better Twinkie.
FROM nostalgia TO no funky stuff.
Otis Spunkmeyer had been known only through its food service relationships as the fresh baked chocolate chip cookie of Subway, Burger King, and other partners. They couldn’t trade on the same childhood memories of the category. They needed to disrupt it with something the snack cake aisle had never seen: real sugar.
Snack Aisle: Evolved
Research told us that moms wanted something just a little healthier in their kids’ lunchbox, which brought the No Funky Stuff line of consumer-facing snacks to life. Products with familiar forms, but without high-fructose corn syrup, artificial colors, flavors, or preservatives.
Once they launched, nationwide taste tests told us that when presented with an alternative, everyone’s favorite childhood snack cake tasted like something that had actually survived a nuclear blast.
Without any history in the snack aisle, and with competitors so product-driven on social media, it gave Otis Spunkmeyer the perfect opportunity to create a content program driven by the joy our snacks created.