J.M. Smucker Co., the parent company of Hostess Brands, announced plans to invest more than $120 million to expand its Hostess manufacturing plant in Columbus, Georgia, as the company works to strengthen its snack production capabilities and reinvigorate the brand.
The expansion includes a new building, equipment upgrades, and facility renovations aimed at increasing output and efficiency, according to Pace Halter, chairman of Choose Columbus, the city’s economic development organization. Construction is already underway and expected to be completed by early 2027, creating at least 48 new jobs in the region.
“We are pleased to have this opportunity to expand production at our Columbus, Georgia, manufacturing facility to continue to meet the needs of our consumers,” said Beaux Williamson, facility manager for J.M. Smucker.
The announcement comes as Smucker continues to adjust its portfolio following its $5.6 billion acquisition of Hostess two years ago. The deal was originally intended to boost Smucker’s footprint in indulgent snacking and on-the-go convenience, complementing its existing portfolio of spreads, coffee, and pet food brands.
However, the Hostess brand has faced headwinds in recent quarters. Rising inflation, shifting consumer behavior, and the rapid adoption of GLP-1 weight loss drugs have dampened demand for snack cakes and other indulgent treats.
According to Barron’s, Smucker has taken nearly $2 billion in write-downs tied to its Hostess acquisition. In September, company executives told analysts that Smucker had reduced Hostess’ SKU count by 25% to streamline operations and refocus the brand’s long-term strategy.
The Georgia expansion underscores Smucker’s commitment to its snacking portfolio even amid a challenging food sector environment. Like many major food and beverage manufacturers, Smucker is reconfiguring its production network—opening, expanding, and closing facilities to align capacity with demand and improve supply chain efficiency.
In May 2025, Smucker announced plans to close and sell a Hostess plant in Indianapolis by early 2026 as part of its optimization efforts. Meanwhile, the company has continued to invest heavily in its fast-growing Uncrustables brand, having spent $1.1 billion last year to open its third Uncrustables facility.
The Columbus investment signals Smucker’s belief that Hostess remains a vital growth engine—particularly as the company experiments with reformulation, new packaging, and health-conscious innovation to broaden its appeal.
Industry analysts note that even as GLP-1 drugs reshape the snacking landscape, brands like Hostess could pivot toward portion control, protein-enriched options, and nostalgia-based marketing to retain relevance.
“This expansion represents a strategic commitment by Smucker to the Hostess brand and to the Columbus community,” Halter said. “It not only strengthens local employment but ensures Georgia remains a hub for modern food manufacturing.”
Smucker’s expansion comes at a pivotal time for the packaged food industry, which continues to grapple with shifting consumer appetites, automation investment needs, and supply chain cost pressures. Analysts suggest that Smucker’s strategy reflects a balancing act—maintaining traditional indulgent brands while diversifying toward healthier and convenient options.
Once completed in 2027, the enhanced Columbus facility is expected to serve as a key production and distribution hub for Hostess products across the Southeastern U.S., supporting a more resilient and flexible supply network.
Originally reported by Christopher Doering in Construction Dive.
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