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The Boston Globe

Business

Twinkies quietly reclaim shelf space in stores

Fans’ reaction is very low key

Twinkies returned to the shelves of selected stores earlier than expected Friday, the first step in a campaign celebrating the revival of the iconic Hostess brand.

But the hype wasn’t creating much of a stir at a Walmart in Quincy, where consumers strolled past the display of Twinkies, Donettes, and CupCakes, seemingly indifferent to the sugary treats and what the new Hostess ownership has self-dubbed “the Sweetest Comeback in the History of Ever.”

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