Smucker's Goal: A More Stable Twinkie -- WSJ

Dow Jones
Jun 09

By Jesse Newman

J.M. Smucker's earnings boosted its shares Tuesday, but executives say there's still work to do on the Twinkie.

Sales have struggled for Hostess, which Smucker acquired in 2023 through a $5 billion deal that added brands like Twinkies and Donettes. CEO Mark Smucker said the company is focused on boosting the business, which is showing "positive indicators" after Smucker reduced the number of products Hostess sells and closed an Indianapolis plant.

"Stabilizing the business and improving profitability is where we're focused right now," Smucker said on an analyst call Tuesday. "It's going to take a bit of time until we actually see top line growth." Donettes grew 13% in the latest quarter, he said.

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June 09, 2026 11:34 ET (15:34 GMT)

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