Question · Q3 2026
Steve Powers asked a technical question about the decision to start regularly amortizing the Hostess trademark beginning in the fourth quarter, inquiring about the trigger for this change and the assumed period of depreciation. He also asked for the specific life or rate of depreciation.
Answer
CFO Tucker Marshall explained that the decision to amortize the Hostess trademark was triggered by a reduced long-term growth rate for the sweet baked goods category and brands, from original expectations to a current 2%. This change reflects a prudent approach to investing in the business. He stated that the outlook for amortization for the full year is now $210 million, which includes the step-up in amortization beginning in Q4 by putting the brand on a finite life.
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