At the same time crusty competitors Interstate Bakeries and Sara Lee instigated a price war.

FORBES

Of course, Burkle, might have been low-balling Interstate Bakeries five years ago.

FORBES: Sticky Math Behind Hostess: How Much Are Twinkies And Wonder Bread Worth?

On September 22, 2004, Interstate Bakeries filed for Chapter 11 bankruptcy.

FORBES: Twinkies: Another Casualty Of Obamacare?

The company entered bankruptcy court in 2004, and the quality of the acquirers that became interested in Interstate Bakeries signaled the surprising durability of the Hostess brands.

FORBES: Sticky Math Behind Hostess: How Much Are Twinkies And Wonder Bread Worth?

Back then, Hostess was called Interstate Bakeries.

FORBES: Sticky Math Behind Hostess: How Much Are Twinkies And Wonder Bread Worth?