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Irresistible as they are, it really wasn’t the cakes that led Laurence Weilheimer to take the job as GC of Philadelphia’s Tasty Baking Co. Instead, it was the chance to be part of a small management team working to restructure and reinvigorate a beloved old business. As Weilheimer explains, Tastykakes are an obsession in the mid-Atlantic states. “Unless you’ve grown up here, you can’t understand what an institution they are.” Kandy Kakes, Krimpets and Kreamies are just a few of the treats that brought in $275 million in 2005.

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