US snack Twinkie appoints Frank PR to grow brand in the UK

Innovative Bites, the distributor of US food brands including Hostess and Pop Corners, has hired Frank PR to represent the iconic snack brand Twinkie, PRWeek understands.

Twinkies: A household name in the US, less so this side of the Atlantic
Twinkies: A household name in the US, less so this side of the Atlantic

PRWeek understands that Frank PR has won a three-way pitch for the Twinkie brand. An official appointment is expected to be made next week.

The contract will be ongoing and covers other confectionery brands with which Innovative Bites is working.

The brief focuses on building awareness of the snack, which is currently sold in most UK supermarkets including Tesco and Sainsbury's.

The Twinkie brand is worth £2.8m in retail sales. Innovative Bites is investing in PR and marketing in an attempt to reach double-digit sales figures.

Innovative Bites is the European distributor of US confectionery company Hostess, which makes Twinkie cakes. The pitch has been overseen by brand and marketing manager Haris Deane, through the PRCA agency finder service, FAPRA.

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