Hostess® – Package Design

Hostess Smartbakes

The Challenge

Hostess Brands was introducing a new product into the competitive Better-For-You market and needed the package to family into the existing Hostess product line while grabbing the attention of a new target audience.

The Insight

The Hostess SmartBakes Streusel Cakes include many of the healthy ingredients that other Better- For-You products contain such as high fiber, whole grains and fewer calories – without sacrificing taste. Hostess consumers have grown to expect great taste and freshness with Hostess, which must be conveyed in the new SmartBakes Streusel Cakes packaging.

The Solution

When designing the new Cinnamon, Raspberry and Cheese SmartBakes Packaging, Lundmark focused on the traditional brand architecture of Hostess while highlighting the new SmartBakes sub-brand. Each package incorporates appetite appeal photography and easy to identify nutritional benefits. The benefits have also been highlighted with a checkmark to communicate the healthy attributes of the product.

The Result

The SmartBakes Streusel Cakes were sold into all major retailers. Due to high demand and strong sales, Hostess asked Lundmark to execute similar program for SmartBakes Muffins.