Jenni Spinner: Could you please tell us a bit about J&J’s frozen bakery snack portfolio? With brands like SUPERPRETZEL, Funnel Cake Factory, and ¡Hola! Churros, there’s some fun stuff in there. 

Lynwood Mallard: Our frozen bakery snack portfolio is really at the heart of what we offer at J&J Snack Foods. Superpretzel has been our flagship brand since 1971, creating soft pretzel snacking moments that take people back to ballparks, amusement parks. and some of their favorite memories. The Funnel Cake Factory brand exists mainly in out-of-home venues and offers a crispy, sweet indulgence synonymous with the summer-fun-and-fair season. And ¡Hola! Churros rounds out our portfolio with an authentic, cinnamon-sugar dusted treat that continues to grow in popularity with consumers.

Each of these brands offers fun, delight and great taste within modern-day consumer occasions while maintaining that important emotional connection to nostalgic memories.

JS: Let’s focus on ¡Hola! Churros—could you please tell us a bit about that brand’s history, innovations along the way, and what makes this line of treats different than similar offerings out there? 

LM: We’ve been in the churro business for more than 40 years, first entering the category in 1981 then expanding in 2010 when we acquired California Churros. Early on, we learned the craft of making authentic, high-quality churros and expanded that capability over time. More recently, we brought all of our churro products under the roof of one master brand, ¡Hola! Churros, a brand intended to be both exotic and relatable to new and existing consumers that love churros.

As we expand ¡Hola! Churros into grocery retail, what sets it apart from other dessert snacks is it authenticity and convenience. We use traditional recipes that taste like they came straight from a Spanish street vendor or a Mexican panadería, and designed them to be easy to prepare right at home.

We designed the product so that is both authentic and can be frozen, and thereby achieved a product that can claim perfect texture and consistency every time. Whether you're baking them in the oven or popping them in the air fryer, you get that authentic churro experience without any of the guesswork. 

JS: Anyone who’s tried to make churros from scratch (like me) know that they’re a bit of a challenge, and more than slightly messy, to make at home. Can you share how ¡Hola! Churros products help avoid the mess and hassle? 

LM: You're right—traditional churros making is an art that requires hot oil, piping techniques and perfect timing. We've eliminated those pain points with ¡Hola! Churros. 

First, there's no oil needed. Our churros can be prepped in an air fryer, conventional oven, or toaster oven—no hot oil, no splattering, no safety concerns. Second, there's no dough prep or piping required. Our churros come perfectly shaped and ready to heat.

The beauty is in the simplicity: straight from freezer to air fryer or oven in just minutes. For air fryer prep, it's only 6-8 minutes at 400° and the result is churros that taste like you spent hours making them from scratch, but with virtually no mess and minimal effort. 

We've made the traditional cinnamon-sugar coating topping easy too—each package includes the perfect cinnamon-sugar blend so you can top them yourself after heating. This gives you that authentic experience of fresh-dusted churros while still maintaining convenience and eliminating the guesswork of getting the seasoning ratio just right. It's authentic taste with modern convenience. 

JS: Because the steps like boiling oil and extruding the batter are cut out, consumers have more time that they can use to be creative with the finished ¡Hola! Churros product. Could you please share some ways in which folks can build upon the product at home, incorporating them into ‘hacks’ or recipes? 

LM: Churros are a like a blank canvas for creativity where consumers can explore their inner culinary artistry.

For desserts, people are using our churros as the foundation for churros ice cream sandwiches—simply slicing them lengthwise and add ice cream. Others are creating churros bread pudding, incorporating them into trifles, or using them as a crunchy topping for yogurt parfaits and smoothie bowls. 

We’re seeing breakfast hacks too; fans are serving our churros alongside coffee for a Spanish-inspired morning treat or incorporating them into French toast casseroles for a unique twist. We've also seen creative dipping stations where people serve churros with various sauces like chocolate, caramel, dulce de leche, or even cream cheese frosting. 

For entertaining, cutting churros into smaller pieces creates perfect bite-sized appetizers, and they hold up really well on dessert sweet snack boards alongside fruits and other sweets. What we often hear is that the built-in convenience means hosts get to focus on their guests instead of being stuck in the kitchen! 

JS: You mention using churros, which are sprinkled with cinnamon and sugar, in savory recipes. Please share a recipe or two. 

LM: While our churros are traditionally sweet with their cinnamon-sugar coating, we've discovered some interesting savory applications that really showcase their versatility. 

One popular approach is the "Churros Crouton" concept—lightly brush prepared churros with olive oil and herbs, then cut into chunks to use as unique croutons for soups or salads. The cinnamon-sugar actually creates an interesting sweet-savory balance that works well with butternut squash soup or mixed green salads with goat cheese. 

Another creative application we saw over the holidays is incorporating churros into stuffing or bread pudding for holiday meals. The cinnamon notes complement sage and other traditional seasonings surprisingly well, creating a unique side dish that bridges the gap between sweet and savory. 

We've also seen fans use churros as a base for unique appetizers, topping them with cream cheese and smoked salmon for a Spanish-inspired canapé. 

JS: You also offer churros for foodservice—could you please tell us about those products? 

LM: As share leader in the category, foodservice represents a significant growth area for us. We offer various sizes and formats designed for commercial operations – from traditional 6-inch churros perfect for theme parks and stadiums, to smaller portions for school foodservice programs. 

We’ve had success with top customer partners like Subway with a custom footlong churro in 2023 that included specific engineering to fit their operational needs while maintaining that authentic churro experience their customers expect. 

Our foodservice churros are designed for high-volume operations with consistent quality. They can be prepared in conventional ovens, conveyor ovens, or fryers, giving operators flexibility based on their kitchen setup. We also provide operator training and marketing support to help our foodservice partners maximize success with the product. 

The foodservice side really leverages our core competency – we understand both the authentic product that consumers crave and the operational realities that restaurants and other foodservice operators face. 

JS: What’s next for the brand? 

LM: The brand has tremendous growth potential, and we're investing in both innovation and market expansion; we're always exploring new flavors and formats while staying true to that authentic churro experience. We're also looking at how we can expand our retail presence – bringing the experience to more grocery stores and making it even more accessible to consumers who want to create those special moments at home. 

Our foodservice expansion continues to be a major focus. The success we've had with partners like Subway demonstrates the appetite for authentic, high-quality churros in commercial settings.

We're also looking at cross-selling opportunities within our broader J&J portfolio. Churros pair beautifully with our ICEE beverages and Dippin’ Dots offerings, and we're exploring those synergies. 

Ultimately, our goal is to make ¡Hola! Churros the go-to choice whenever someone craves that authentic churro experience, whether at home, at a restaurant, or at their favorite entertainment venue. The brand has great potential, and we're committed to growing it thoughtfully while maintaining the quality and authenticity that makes it so special. 

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