The price of your flagship brand being the unfortunately named "Twinkie." Supposedly it's because Americans are eating healthier. Like the 350 pound man ahead of me in the grocery store checkout line last night. His healthier lifestyle included a 5 lb bag of Cheetos, 2 liters of Mountain Dew, 5 frozen pizzas and a half gallon of Edy's ice cream. No room for a Hostess cupcake in that healthy lifestyle, even though, comparatively...it's wafer thin. Congratulations, Americans. You have become so fat that a package of Twinkies no longer even moves the needle noticeably on your daily caloric intake. It just doesn't quite hit the spot in the same way as a dozen glazed donuts.