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Want a Twinkie with your workout? New product from Boise’s BodyBuilding.com to blend supplements and snack food

Fast in the Morning
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Boise’s BodyBuilding.com signed an agreement with Hostess Brands to bring the taste of Twinkies to protein powder mixes.

The deal with Hostess will also feature a Chocolate CupCake-flavored protein powder.

“Bodybuilding.com is excited to exclusively offer these delicious and functional new products,” BodyBuilding.com SVP of eCommerce Gwen Bennett said. “We are committed to helping people across the world achieve their fitness goals while still being able to enjoy the taste of their favorite treats.”

The ecommerce company will add the flavors to its line of Remix Nutrition supplements. One serving of Twinkles-flavored powder has 140 calories, 1 gram of sugar and 24 grams of protein. The product is designed for use after a workout.

The companies said additional flavors based on Hostess snack cakes will launch soon. Hostess also makes HoHos, Snowballs, Ding Dongs, Zingers, and Honey Buns.

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BoiseDev reported earlier this summer that a new owner quietly took control of BodyBuilding.com, the second ownership change in a year. Phoenix-based Najafi Companies purchased BBcom from Expedia Holdings.

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Don Day
Don is the founder and editor of BoiseDev. He is a National Edward R. Murrow Award winner and a Stanford University John S. Knight Fellow.

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