>> reporter: today many people are skeptical of sugars and fats. >> you're not the least bit excited they're coming back? >> no, not really. i have the two-piece luggage, working on the third set. i don't need extra. >> reporter: so what explains the twinkie mania? maybe because it makes people think not about nutrition but about nostalgia. >> yahoo, it's twinkie the kid. >> twinkies remind me of being a kid. >> it's a thing people pass down from generation to generation. >> reporter: pat kinsman suggests twinkies fit into a rare category of foods with overwhelming emotional appeal. >> it's often people get their first twinkies from their mother puts it in the lunch box or the grandfather slips them one. there's a gift aspect to it and you might later in your life go and buy yourself a twinkie but it's not the same thing. it doesn't carry that little bundle of love with it. >> reporter: urban legend has it will last for ages. >> like 62 years. >> reporter: no, the new ones will make it more like 45 days. but as a snack food with a firm