Hostess Releases Craze™: A Bold New Snack Cake Lineup for the Canadian Market
Three new snack cakes. Big flavour. It’s Not Crazy, It’s Craze!
Toronto, ON — August 6, 2026 — Hostess®, a brand of Bimbo Canada, is shaking up the Canadian snacking category with the launch of Hostess® Craze™, a bold new lineup of snack cakes crafted to deliver bigger flavours, textures and exciting snacking moments to Canadian households. The Craze lineup features three new permanent products: Brownie Popz™, Choco Layz and Xplosion Cakes™. Available now at major retailers across Canada, the lineup brings a new level of indulgence and innovation to the snack cake aisle.
Meet the Craze Lineup
Hostess® CrazeTM Choco Layz: Moist chocolatey cake, indulgent caramel, and a creamy filling are all wrapped up in a delicious chocolatey coating. Individually wrapped, with 6 cakes per box.
Hostess® CrazeTM Brownie PopzTM: Bite sized brownies packed with rich fudgy flavour in every bite. Individually wrapped, with 8 cakes per box.
Hostess® CrazeTM Xplosion CakesTM: Soft s’mores flavoured cakes with a creamy roasted marshmallow flavoured filling and a decadent chocolatey coating. Individually wrapped, with 6 cakes per box.
Media Campaign: “It’s Not Crazy, It’s Craze”
To support the launch of Craze, Hostess is rolling out its boldest campaign yet: “It’s Not Crazy, It’s Craze.” Built to connect with Gen-Z and social-first consumers, the campaign celebrates the unexpected with playful, attention-grabbing experiences designed to spark conversation and bring the Craze personality to life.
Rolling out more like a blockbuster premiere than a traditional product launch, the campaign uses a phased storytelling approach: building anticipation through teaser content, unveiling its headline skydiving stunt, and extending engagement through shareable content well beyond launch day. Amplified through out-of-home, social media, and digital content to consumers in high-growth snacking markets across Western Canada and Ontario, the campaign is designed to generate buzz, drive consumption, and show Canadians that when it comes to bold flavours and unforgettable snacking experiences, “It’s Not Crazy, It’s Craze”.
At the heart of the campaign is the brand’s Goat puppet, an energetic Hostess character created to chase bold flavour wherever it goes. This time, the Goat takes the Craze mindset to new heights with the world’s highest altitude jump by a skydiving puppet from 14,000 feet. The stunt captures the fun, quirky, and unmistakable spirit behind Craze. The Goat character was brought to life through creative collaboration with Montréal-based puppeteers, and Cossette.
“Canadians are looking for snacks that feel fun, flavourful and a little unexpected, and that is exactly what Craze delivers. Through our “It's Not Crazy, It’s Craze” campaign, we wanted to launch the products in a way that felt just as surprising and memorable as the treats themselves. We're excited for Canadians to experience this new chapter for Hostess Canada,” said Kelly Matthews, Brand Manager – Hostess, Bimbo Canada.
Hostess Craze is now available at major retailers across Canada. Learn more about Craze and follow the “It’s Not Crazy, It’s Craze” campaign on Instagram and YouTube, where bold content, exclusive behind-the-scenes moments, and the world’s highest jump by a skydiving Goat come to life.
About Bimbo Canada
Bimbo Canada is Canada’s largest bakery, operating for more than 115 years. It is a leading producer and distributor of fresh packaged breads and snacks with more than 1,000 products across 18+ brands Canadians know and love, like Dempster’s®, Stonemill®, Villaggio®, Natural BakeryTM, POM®, Vachon®, Hostess ®, Little BitesTM and Takis®. Bimbo Canada is a wholly owned subsidiary of Grupo Bimbo, the world’s largest baking company. For more, visit www.bimbocanada.com and follow us on LinkedIn, Facebook and Instagram.
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For more information please contact:
Bimbo Canada Communications
BimboCanadaCommunications@GrupoBimbo.com
416-626-4316
