C AT E G O R Y I N S I G H T: P R E T Z E L S
Twisting a classic BY LIZ GOO DWI N
Photo by Israel Albornoz on Unsplash
A beloved snack staple, the pretzel is a favorite in the hearts of many consumers.
In the world of classic snacks, the pretzel is held dear. Hungry at a county fair or a ball game? Having a sweet or salty crunchy craving? Need an excuse to dip something in cheese? A pretzel is there to satisfy. But as COVID-19 turned food trends on their heads, the pretzel category has also faced new demands, challenges and opportunities. Hard and soft pretzel producers are facing the new world of snacking head-on.
Although the pandemic pushed the pretzel industry into new territory, the shift had been in motion for years. Health-and-wellness trends and new flavor combinations are evolving at breakneck speed, and it’s certainly changed the game for experienced pretzel producers. Justin Spannuth, VP and COO of Blandon, PA-based Unique Snacks, said that the new snacking landscape can cause a bit of whiplash, but it also presents new areas for success.
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“People want innovation of any sort as long as it’s new,” he said. “They want sustainable, organic, non-GMO, and a lot of those needs that exist now weren’t here 10 years ago. So, we’re focusing on getting new products in front of people, and there are a lot of nuances to it.” Unique Snacks, formerly known as Unique Pretzels, has its hands in many pots of the hard-pretzel world, including its signature original “Splits,” sprouted pretzel shells, sprouted original Splits,
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