Hostess has the mostest, so IBC changes its name

A name that makes senseAs Juliet says to Romeo: "What's in a name? That which we call a rose by any other name would smell as sweet."

So no matter what you called it, I guess a Twinkie would taste as sweet, in that same sugary-white-goop inside a slightly-greasy-to-the-touch-golden-sponge-cake way.

Then again, "Hostess Brands" does bring to mind Twinkies and Ho Hos and Ding Dongs and Suzy Q's and Sno Balls and Fruit Pies and Donettes (not that I've ever eaten any of those -- oh, no) much more quickly than "Interstate Bakeries."

Thus did the big U.S. baker -- formerly headquartered in Kansas City but now based in scenic and beautfully named Irving, Texas -- cast off forever the shackles of the IBC name and herald to all in earshot that henceforth it will be Hostess Brands.

Hey, at least we finally have a corporate name change that makes some sense -- playing up a plain-English name that people recognize and love, to the tune of $1 billion in annual sales.

Besides, accenture and Populous already were taken.