Hostess revamps logo, packaging following multiple phases of consumer testing

The J.M. Smucker Co.'s Hostess brand, purveyor of snacks, has unveiled a new logo and packaging design as part of a refresh of the brand. The producer of sweet snacks, including Hostess Donettes, Twinkies, Cupcakes, Ding Dongs, and more, has modernized its look and feel to enhance appeal with new consumers while engaging current patrons, the brand says.

The updated logo retains the trademark heart, reflecting that the brand's core values remain firmly intact, while reportedly offering a more playful font style and a brighter color palette. The refreshed logo design also includes a new cloud-shaped border celebrating the light and airy quality of every Hostess snack, per the brand. The refreshed product packaging features new stylized typography and updated product photography, as well.