Snack ProductsBakery ProductsNew Snack and Bakery ProductsFrozen Snacks/AppetizersPretzels

Superpretzel introduces plant-based protein snack

The new pretzels are available in both full size and mini options.

Frozen soft pretzel brand Superpretzel (a J&J Snack Food Corp. brand) is introducing two new protein-forward soft pretzels designed to meet evolving snack habits while keeping the classic taste consumers know and love, it says.

With 60% of frozen snack consumers now prioritizing protein in their purchase decisions, the brand is expanding its portfolio with options that add nutritional value without sacrificing the signature soft pretzel experience, it adds.

Rolling out nationwide on March 1, in the frozen snack aisle at select retailers across the country, Superpretzel Protein Soft Pretzels and Superpretzel Mini Soft Protein Pretzels deliver 7 to 10 g of plant-based protein per serving.

“Protein has become part of everyday eating for many families, including snacking,” says Lynwood Mallard, CMO at J&J Snack Foods. “We wanted to add the benefit of protein to a pretzel that people already know and love, without changing what makes it a Superpretzel.”

The two new varieties include:

Superpretzel Protein Soft Pretzels: A hand-twisted, Bavarian-style soft pretzel with 10 g of plant-based protein per serving. Each box includes four 2.5-oz pretzels that are vegan, low in fat, and made with premium ingredients, the company says. Ready in about 30 seconds in the microwave, or four to six minutes in the air fryer or oven. (SRP: $5.29-$5.99)
Superpretzel Mini Soft Protein Pretzels: A resealable, stand-up bag of mini pretzels with 7 g of protein per serving. Made with whole grains, and dairy-free and vegan, and ready in as little as 40 seconds in the microwave, or four to five minutes in the air fryer. Designed for quick, intentional snacking and portion-controlled "snack meals," the brand says. (Retail: $4.29-$4.99)

The new products are among the first protein-forward frozen soft pretzels, broadening the brand's footprint in the functional food space, it notes. The offerings provide shoppers with an additional option alongside the Superpretzel portfolio, including original soft pretzels, mini pretzel bites and mini pretzel dogs, all of which remain available nationwide.

J&J Snack Food Corp. is on the current Snack Food & Wholesale Bakery “Top 50 Snack & Bakery Companies” list. Click here to view the current “Top 50” rankings.