CRISP POWER Protein Pretzels is making its first major national media push, launching a campaign called "The Well-Rounded Snack" on July 21 with a second spot set for July 28. The Hauppauge, N.Y.-based brand is already in more than 3,000 retail doors — including Meijer, Costco, Wegmans, Hy-Vee, H-E-B, Market Basket, Raley's, and The Vitamin Shoppe — and is driving additional volume on Amazon and TikTok Shop.

The Production Investment

The campaign follows a significant capital move: earlier this year CRISP POWER opened a $15 million production facility in Stafford, Texas, its first domestic manufacturing hub. The brand had previously operated on an import model; shifting to stateside production is designed to support accelerating retail demand. Since its U.S. launch in 2024, the company has posted triple-digit year-over-year growth.

For c-store buyers tracking the better-for-you snack segment, the macro profile is worth noting. Each 1.75 oz. bag delivers up to 28g of protein, 10g of fiber, and 6g of net carbs. The six-SKU lineup — Everything, Sea Salt, Sesame, Cinnamon Crunch, Cheddar, and Flamin' Crunch — covers the flavor range that drives impulse purchase on the snack wall, from savory to heat-forward.

Why It Matters for C-Store

Protein-forward snacking has been one of the more durable velocity drivers in the convenience channel over the past two years, as loyalty members increasingly double as active calorie-counters and GLP-1 medication users reshape what a satisfying grab-and-go snack looks like. The category has drawn significant supplier investment and new SKU activity, with brands competing on macro density, flavor, and ingredient transparency simultaneously.

Gilad Zilberberg, Founder and CEO of CRISP POWER, framed the moment plainly: "Protein has fundamentally changed the way people shop the snack aisle, but consumers are proving they won't sacrifice taste to get it." Yemeni Mesa, President and COO, added that the campaign centers on a recognizable consumer friction point — standing at the pantry torn between indulgence and nutrition — positioning the pretzel format as a resolution rather than a compromise.

The brand is a 2026 NEXTY Award finalist for Best Functional Food or Beverage, a signal that the natural and specialty retail community is paying attention. Whether CRISP POWER pursues convenience-channel distribution beyond its current grocery and club footprint will determine how visible the brand becomes on the forecourt snack wall — but the production capacity, retail velocity, and national media weight suggest the brand has the infrastructure to scale into new channels.

Takeaways for Operators

For single-store operators and regional chains evaluating the snack-wall reset, the brand's existing velocity at Costco and H-E-B provides a real-world read on repeat purchase. A six-SKU set with differentiated flavor architecture is manageable from a planogram standpoint, and the 1.75 oz. bag size fits standard impulse-buy price points in the channel.

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.