The New SKU
CRISP POWER is adding Honey Mustard to its protein pretzel portfolio, marking the brand's seventh flavor since entering the U.S. market in 2024. The 1.75 oz single-serve bag delivers 26 grams of protein, 10 grams of fiber, 6 grams of net carbs, 0 grams of added sugar, and 210 calories — specs that position it squarely in the high-protein, low-carb snack set increasingly visible in c-store grab-and-go coolers and impulse bays.
Gilad Zilberberg, Founder and CEO of CRISP POWER, framed the launch around texture competition as much as nutrition. "We built CRISP POWER to compete directly with traditional crunchy, salty snacks, but with dramatically higher protein and fiber," he said. "Honey Mustard continues that mission by delivering a bold flavor in a format that supports modern eating habits." The baked pretzel format is a deliberate departure from the bar-and-shake formats that dominate most protein planograms — a gap convenience operators have been filling with salty-snack adjacencies.
Manufacturing Scale-Up
The flavor launch coincides with a larger operational development: the brand recently opened a $15 million manufacturing facility in Stafford, Texas, shifting from overseas production to fully domestic output. The move shortens the supply chain, adds capacity, and gives the brand more agility to respond to retail reorders — a friction point for emerging protein-snack brands trying to hold shelf position at high-velocity locations. CRISP POWER cites triple-digit year-over-year growth since its U.S. debut as the rationale for the capital investment.
For c-store buyers, domestic manufacturing matters for lead times and minimum-order flexibility, particularly when testing a new SKU across a limited number of stores before a chainwide rollout.
Channel Context
Protein-forward salty snacks are among the faster-turning segments in c-store impulse sets right now. Consumers tracking macros — and a growing cohort managing eating patterns around GLP-1 medications — are gravitating toward snacks that provide satiety without heavy sugar loads. That behavioral shift is pressuring traditional impulse categories like candy and standard chips, and creating shelf opportunity for products that can credibly claim both crunch and functional nutrition. CRISP POWER's pretzel format competes on familiarity in a way that protein bars often cannot, which is relevant for operators trying to upgrade their center-store snack mix without alienating traditional c-store shoppers.
Initial distribution for Honey Mustard is weighted toward direct-to-consumer channels — Shopify, Amazon, The Vitamin Shoppe, and TikTok Shop — but the broader flavor lineup's retail trajectory and the Texas facility's scale signal a push toward conventional retail and convenience channel expansion. The existing SKUs (Cheddar, Flamin' Crunch, Cinnamon Crunch, Everything, Sea Salt, Sesame) provide operators a tested velocity baseline before taking on a new flavor addition.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
