 Through the 1990s a number of "boutique" brands introduced a wide variety of new chip flavours, a pattern that Hostess did not follow.Its brand value was enormously eroded, and they became known as a low-end brand in the same fashion that former Hostess competitors found themselves pushed into for many years.They retained their #1 position, but slipped in sales terms to holding about 10% of the market by the mid-1990s.