Many snack producers are adding interesting flavors and ingredients to their pretzels. Recent product introductions include pretzel nuggets filled with peanut butter and dark chocolate, as well as more gluten-free options. Many are using all-natural, vegan ingredients—including those previously foreign to the segment, such as butternut squash.
Nevertheless, traditional versions of pretzels continue to maintain their popularity. They’re relatively healthy snack options that provide on-the-go convenience. But pretzel developers could see more growth by embracing innovation.