Hostess Brands Joins the Children’s Food and Beverage Advertising Initiative Pledge Program

For Immediate Release
Contact: Abby Hills, Director of Communications, BBB National Programs

703.247.9330 / press@bbbnp.org

McLean, VA – April 28, 2022 – The Children’s Food and Beverage Advertising Initiative (CFBAI) of BBB National Programs welcomes Hostess Brands as the newest participant in its food advertising pledge program. Hostess has agreed to advertise only foods that meet CFBAI’s Uniform Nutrition Criteria in advertising primarily directed to children under age 13. Hostess’ CFBAI pledge is effective as of May 1, 2022. 

“We’ve experienced accelerated business growth over the past two years and are proud to join CFBAI,” said Dan O’Leary, chief growth officer of Hostess Brands. “This pledge marks an important milestone in our transformation journey as we demonstrate our commitment to building a socially responsible snacking powerhouse.”

Launched in 2007 with 10 companies, CFBAI now includes 20 of the leading U.S. food, beverage, and quick serve restaurant companies. All participants agree to follow CFBAI’s Core Principles, which require that participants use CFBAI’s strict Uniform Nutrition Criteria when engaging in advertising primarily directed to children. Some participants commit to not engage in child-directed advertising at all. 

“For nearly 15 years, CFBAI has focused on ensuring that foods in ads directed to children meet strict nutrition criteria,” said Maureen Enright, Vice President, Children’s Food and Beverage Advertising Initiative, BBB National Programs. “We are excited to welcome Hostess Brands as our newest CFBAI participant, joining 19 other companies committed to ongoing improvement in the children’s food advertising landscape.” 

Hostess’ CFBAI pledge can be found here. Learn more about CFBAI here.  

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About BBB National Programs: BBB National Programs is where businesses turn to enhance consumer trust and consumers are heard. The non-profit organization creates a fairer playing field for businesses and a better experience for consumers through the development and delivery of effective third-party accountability and dispute resolution programs. Embracing its role as an independent organization since the restructuring of the Council of Better Business Bureaus in June 2019, BBB National Programs today oversees more than a dozen leading national industry self-regulation programs, and continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-directed marketing, and privacy. To learn more, visit bbbprograms.org. 

About the Children’s Food and Beverage Advertising Initiative: The Children’s Food and Beverage Advertising Initiative (CFBAI), a division of BBB National Programs, is a self-regulation program created to improve the landscape of food advertising to children. CFBAI works with leading food, beverage, and quick service restaurant companies to set and implement Uniform Nutrition Standards, which specify the science-based nutritional criteria for foods and beverages that can be advertised to children. 

About Hostess Brands, LLC: Hostess Brands, LLC, a subsidiary of Hostess Brands, Inc. (NASDAQ: TWNK), is a leading sweet snacks company focused on developing, manufacturing, marketing, selling and distributing products in North America under the Hostess® and Voortman® brands. The company produces a variety of new and classic treats, including iconic Hostess® Donettes®, Twinkies®, CupCakes, Ding Dongs® and Zingers®, as well as a variety of Voortman® cookies and wafers. For more information about Hostess Brands, please visit hostessbrands.com. 

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