Little Debbie Snack Brand Pivots to Sports Nutrition
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In a major shift, Little Debbie, the decades-old maker of snack cakes including Oatmeal Creme Pies and Swiss Rolls, today said it’s rebranding to focus on the sports nutrition market.
The brand, launched in 1960, announced the news in a statement sent to journalists and snack cake social media influencers. Details were sketchy, but it appears the change mostly involves renaming several of the company’s well-known products; for example, its Swiss Rolls will now be called “Fuel Rolls,” Chocolate Cupcakes are now “Chocolate Carbcakes,” and Oatmeal Creme Pies are “Oatmeal Sport Pies.”
The ingredients, nutrition information, and packaging appear to remain unchanged.
“From our earliest days, Little Debbie has delighted consumers with our range of tasty, wholesome-seeming snack products,” the company’s statement read. “Today, we announce an exciting new direction for the brand as we focus on the burgeoning sports nutrition market.”
“Runners, cyclists, hikers, and other active folks now have a delicious new way to ‘fuel up’—with Little Debbie.”
The newly named products will retail for $6 to $10 a box, about double their previous price.
