The rise and fall (and rise again) of Hostess Twinkies

The white swirl on Hostess CupCakes wasn’t just for decoration — it was genius branding. Added in 1950, the swirl gave Hostess CupCakes a unique, instantly recognizable identity at a time when grocery shelves were filling with competitors. Before bold packaging and logos took over, the cupcake itself needed to stand out. That small design choice worked so well that it became permanent. Sometimes branding doesn’t come from a logo — it comes from the food itself. Food History Food Facts Did You Kn