hostess twinkies. reporter: today, however, many people are skeptical of sugars and fats. you re not excited that they re coming back? no, not really. reporter: so what explains the twinkie mania? maybe it s because twinkies make people think about nostalgia, not nutrition. it s twinkie the kid. twinkies remind me of being a kid. it s a thing people past down from generation to generation. reporter: twinkies fit into a rare category of foods, with overwhelming emotional appeal. it s often people get their first twinkies their mother puts it in their lunchbox. there s a gift aspect to it. and you might later in your life buy a twinkie, but it doesn t carry that bubldzle of love with it. reporter: an unopened twinkie will last for edges says urban