Mark T. Smucker
Chairman of the Board, President, Chief Executive Officer at J. M. Smucker
Yeah, Ken, it's Mark. Thanks for the question. We remain very confident in the Hostess acquisition, right? We still believe that it was the right acquisition-driven by obviously an iconic brand. It's a leading brand, the underlying trends in snacking and specifically sweet snacking still bode well for the category. I think as we talked at CAGNY last week, it's fair to say that we recognize that the performance has not been where we wanted, primarily driven by two things.
One, the category temporarily being down driven by a bit more selective consumer. And then although the integration or the cutover itself went very well, acknowledging that we've had some executional missteps that are less related to the integration and more related to distribution, merchandising and just the way that we executed our normal playbook not being quite up to our own standards.
That said, you know, obviously, going back to our confidence in the brand, we outlined five and in the prepared remarks as well as last week, five very specific actions that we're taking to stabilize the brand. And obviously, this morning announcing some new leadership changes, which are really intended to accelerate the pace of implementation on those five pillars that we discussed.
I'm very confident in that team and that leadership to continue to drive that and use our proven commercial playbook to continue to stabilize that business. So although we haven't given timeframes and so forth in terms of returning to growth, we still do feel very bullish about the brand and obviously, part of that was the portfolio evolution of getting more focused on Hostess, divesting the value brands as well as Voortman.
So still feel very good about it. Appreciate the question and we'll continue to report back to our shareholders on the progress of those five pillars and how the leadership is delivering against it.