Oh, My Goodness

Smucker is obviously a brand name unto itself, well known by just about anyone who’s ever gone to a grocery store. The Orrville giant is synonymous with spreadable sandwich condiments, but the company is about a lot more than jams and jellies.

At the J.M. Smucker Co. Store just south of town, visitors have been seeing a new, nearly as (if not more) recognizable name within the walls of perhaps Orrville’s biggest tourist attraction: Hostess.

“It’s a nice addition to us,” said Maranda Guster, assistant manager of business development/merchandiser. “It’s a nice brand-new addition to add to our big family of brands. We have a hard time keeping it in stock since we’ve had it in. People come from all over to get it and to get the merchandise.”

Hostess, known for its pastries and sweet treats, has a huge presence inside the store. Not only are the likes of HoHos, Twinkies and DingDongs all over the shelves, but also a huge array of merchandise is ready for those who like their fashions bright, colorful and adorned with snack foods.

T-shirts, sweatshirts, mugs, and other various odds and ends are there for the picking, with sizes from infant to adult.

In fact, Guster said, it’s tough to tell which one Hostess fans buy more of, goodies or gear.

“It’s an even split,” she said. “Some days we’re out of products, and some days we’re out of merch.”

Smucker acquired Hostess in 2023, reportedly for between $5 billion and $6 billion, thus becoming the steward of sweet snacks. Hostess became the latest addition to a brand army that includes Folgers, Milk-Bone, Meow Mix and more. Hostess is based in Lenexa, Kansas.

As reported in late November by bakingbusiness.com, Smucker said it is looking to energize what was referred to as a “sluggish” brand, which might seem hard to believe considering the beloved treats’ long history.

“I’m a traditionalist,” Guster said. “I like the frozen HoHo. Merchandise-wise, they seem to favor Twinkies.”

Guster said sluggishness has not been an issue at the store. She said she wasn’t sure if people head their way because of Hostess or if they’re just pleasantly surprised to find it when they come through the doors.

That may be the case with many of their brands. Guster said it’s a common reaction for people to arrive and see so many things available that aren’t Smucker products and that it’s not uncommon for some to buy a broad variety of products.

“We get that with all of our brands,” Guster said. “Jif, Folgers, people are shocked when they find out how big our company is.”

Smucker Chairman, President and CEO Mark Smucker told bakingbusiness.com inflation has contributed to the Hostess brand’s struggles but also admitted Smucker’s has fallen short in such areas as distribution and merchandising, among others.

There is no doubt the Hostess brand is being used as a catalyst inside the store. There are large colorful displays of the food products and the merchandise throughout the facility.

People visit the store from far and wide and are genuinely surprised when they find so much variety.

“It’s just general shock,” Guster said. “A lot of people have that anyway when they come in here because they don’t realize how many brands we actually have. We’re just trying to bring focus to our big players in our portfolio.”

The J.M. Smucker Co. Store is located at 333 Wadsworth Road (Route 57), about a half mile from the Smucker plant in Orrville. The store is open from 9 a.m. to 5:30 p.m., Monday through Saturday. You can learn more by visiting JMSmucker.com/smucker-cafe-store.