Collaboration pairs Hostess flavors and Redcon1 protein shake expertise

Why we think this matters: Consumer demand for high protein snacks and foods remains high. Pairing sweet-treat flavors with protein shakes could encourage fans of each brand to reach across product sectors and drive convenience services sales.

Quick take

Hostess and Redcon1 have inked a multi-year agreement to develop protein shakes with familiar Hostess flavors. The collaboration will bring the flavors of Twinkies, Donettes, Cupcakes, Ding Dongs and more to the sports nutrition and fitness world, offering an indulgent protein option.

Redcon1 and Hostess will introduce limited-edition and seasonal protein flavor beverages in tandem with Hostess brands’ seasonal treats.

What they are saying

“This partnership marks a new chapter for both brands, blending indulgence and nutrition in a way that’s never been done before,” said Aaron Singerman at Redcon1, in a release. “We’re thrilled to reimagine Hostess classic flavors in formats that fuel performance and recovery.”

“Hostess has always been about bringing moments of joy to every day, and we are excited to extend the delight our iconic treats offer through this partnership,” said Rebecca Yadav, Hostess senior brand manager for The J.M. Smucker Co. “Our collaboration with Redcon1 reflects our continued commitment to innovation and finding new ways to delight our fans.”