Twinkies-maker Hostess promises to stop marketing to kids ahead of new campaign
Confectionary company Hostess Brands, the parent firm behind Twinkies, Ding Dongs and Ho Hos, has announced that it will no longer advertise to children under the age of 13.
Hostess launched its ‘Live your mostess’ campaign last year / Hostess
Hostess has joined the Children’s Food and Beverage Advertising Initiative (CFBAI), a self-regulating body that governs marketing to children in the United States. It has promised to cease advertising to children, except for products that meet nutritional criteria set by the CFBAI.
Earlier this week, Unilever pledged that it would no longer target those under the age of 16 with its marketing. The advertiser also promised that it would not work with influencers under 16, or with creators popular with those under that age.
19 companies have already joined the CFBAI, including Coca-Cola, Burger King, Hershey, Mondelez and General Mills. The program has run for 15 years.
Dan O’Leary, chief growth officer of Hostess Brands, said: “We’ve experienced accelerated business growth over the past two years and are proud to join CFBAI. This pledge marks an important milestone in our transformation journey as we demonstrate our commitment to building a socially-responsible snacking powerhouse.”
Maureen Enright, vice-president of CFBAI, added: “We are excited to welcome Hostess Brands as our newest CFBAI participant, joining other leading food, beverage and quick-serve restaurant companies committed to ongoing improvement in the children’s food advertising landscape.”
In a statement, a spokesperson for Hostess said its policy change was presaged by the launch of ‘Live your mostess,’ a brand campaign launched last year and its first nationwide advertising campaign in a decade. New spots for the campaign are due to roll out in May and autumn.
Reflecting on its own sweeping decision, Unilever’s president of ice cream, Matt Close, said: “Recognizing the power that social media and influencer marketing can have on children’s choices, we believe it’s important to raise the bar on responsible marketing to a minimum age of 16 years old across both traditional and social media.
“By making these changes, our goal is to continue to reduce children’s exposure to advertising from the food and beverage industry, and instead support parents to select appropriate treats, to be enjoyed from time to time.”