Dolly Madison

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For the U.S. First Lady (the wife of James Madison), see Dolley Madison.
Dolly Madison Bakery
Dolly Madison Bakery logo.png
Product type Snack cakes
Owner Hostess Brands
Country United States
Markets North America

Dolly Madison is a U.S. bakery brand owned by Hostess Brands, marketing prepackaged baked snack foods.


The brand was among the products that were liquidated by Hostess due to its announced plans to go out of business on November 16, 2012. Apollo Global Management, who acquired Hostess Brands' Twinkies in January 2013, also acquired the rights to the Dolly Madison snack cake brands, as well as the official corporate name to Dolly Madison and Hostess Brands, with plans to resume production of the products.[1][2]


Dolly Madison snacks are probably best known for their long association with characters from Charles M. Schulz's Peanuts comic strip. Charlie Brown and his friends appeared on Dolly Madison packages and in television commercials in the 1960s, 1970s and 1980s. The bakery was one of the sponsors of the Peanuts animated specials telecast on CBS during that period. Each pie flavor was sold with a different character on the wrapper, including:

Charlie Brown -- cherry and banana cream
Linus van Pelt -- apple
Lucy van Pelt -- lemon
Schroeder -- berry
Sally Brown -- coconut cream
Frieda -- chocolate
Peppermint Patty -- strawberry and peach
Marcie -- Boysenberry

The wrappers were later redesigned and featured Snoopy on all the flavors. Charlie Brown was also on Zingers packages wearing a baseball cap.

Original Dolly Madison logo, used from 1969-mid 1980s.
Original Dolly Madison outlet bakery store logo, used from mid 1980s through November 2012

During the period when the packages featured Peanuts characters, the advertising agency for Dolly Madison products was Dancer Fitzgerald Sample's San Francisco branch—primarily due to its proximity to Schulz.


See also[edit]


  1. ^ Isidore, Chris (2013-03-12). "Twinkies due on shelves by summer after buyer's winning $410 million bid is approved - Mar. 12, 2013". Retrieved 2013-10-27. 
  2. ^ AP 1:58 p.m. EDT April 29, 2013 (2013-04-29). "Hostess reopens bakeries for Twinkies, Ho Hos". Retrieved 2013-10-27.