Hostess Snacks Are Getting a Brand-New Look in 2025

The next time you head to the grocery store to pick up your favorite sweet treat, be aware that it might look a little different. 

On Thursday, Hostess announced it’s getting a new logo and packaging design as part of a refresh of its more than 100-year-old brand. The new logo will go on long-time sweet tooth staples like Hostess Donettes, Twinkies, Cupcakes, and Ding Dongs, giving each a more “modernized” look and feel. And yes, this is all in the hopes of appealing to younger generations — but surely, consumers of a certain age like a good shakeup, too.

“The launch of the new logo and packaging design is an exciting way to kick off the next chapter for this great brand and introduce ourselves to new fans,” Christopher Balach, the vice president of marketing at The J.M. Smucker Co., shared in a statement provided to Food & Wine. “When we talk to consumers about the brand, the thing we hear again and again is about the joy it brings, and we were eager to celebrate the special feeling of enjoying a favorite Hostess treat through this work.”

The updated logo, the company added, still retains its trademark heart, meant to reflect that its “core values remain firmly intact.” But now, it’s joined by a more “playful font style and a brighter color palette,” which includes a more bubble-style font and a touch brighter red to catch your eye on store shelves among a sea of snacks. “The refreshed logo design also includes a new cloud-shaped border celebrating the light and airy quality of every Hostess snack,” it added.  

The packaging also includes updated product photography and descriptions, so you’ll really know what you’re getting into before you buy. This is not by chance; the company considered multiple phases of consumer testing to determine exactly what you’d like. 

“At Hostess, we talk about how we are made, not manufactured — that every snack we bake is unique — and that spirit was central to the refreshed presentation,” Aundrea Graver, the director of marketing at The J.M. Smucker Co., added “One of my favorite aspects of the work is the subtle ‘easter eggs’ embedded in how we present the product brands. We wanted to leverage the inherent strength of the Hostess parent brand while celebrating what makes each of our sweet baked snacks distinct, and we did just that.”

And this is just the beginning. According to the brand, more refreshes are on the way, so keep your eyes peeled for all the new things to come.