Interstate Bakeries Corp. has changed its name to one of its iconic brands.

Hostess Brands was selected following extensive market research and leverages an iconic brand that Americans have enjoyed for almost 100 years. The new corporate name became effective Nov. 2.

By doing so, IBC follows the footsteps of many bakers who publicly go by their popular branded name. During the past few years, for instance, Aunt Millie’s Bakeries of Fort Wayne, Ind., and Franz Family Bakeries of Portland, Ore., changed their names.

"Hostess has been an important part of America for generations, and is synonymous with quality and great tasting treats. It is a name that consumers, customers and our employees recognize and hold in high regard," says Craig Jung, Hostess Brands chief executive officer. “Hostess is well recognized, trusted and the company's best-selling brand with more than $1 billion in annual retail sales. Changing our name to Hostess Brands is another important step toward a bright future for our company.”

Hostess Brands will continue to bake and deliver products such as Hostess Cupcakes, Hostess Twinkies, Wonder bread and Home Pride. The company also will continue meeting changing consumer preferences with innovative new baked goods such as Nature's Pride, the first brand of 100% all natural breads available across the country.

Hostess Brands is one of the nation's major providers of fresh-baked bread and sweet goods, sold under various brand names including Wonder, Merita, Home Pride, Nature's Pride, Hostess, Drake's and Dolly Madison. The company is headquartered in Irving, Texas.