Domestic Production Signals Scale-Up Ambitions

CRISP POWER Protein Pretzels is opening a $15 million production facility in Stafford, Texas, marking the brand's pivot from an import-based model to domestic manufacturing roughly two years after its 2024 U.S. market entry.

The facility represents a significant capital commitment for a brand that has grown to over 3,000 retail doors nationwide, according to the company. The move comes as CRISP POWER accelerates placement across major chains including Wegmans, H-E-B, Hy-Vee, Meijer, Costco, and Market Basket, while maintaining strong velocity on Amazon and direct-to-consumer channels.

"The U.S. market has validated everything we set out to do. Consumers are actively looking for snacks that deliver real protein and real fiber without compromise, and the retail response has confirmed there's serious appetite for what we've built. Bringing production stateside lets us move faster, respond to demand in real time, and get a fresher product to the people who want it," said Gilad Zilberberg, Founder and CEO of CRISP POWER.

Riding the Protein-Forward Wave

The brand's growth trajectory reflects broader consumer demand for functional snacking. CRISP POWER's pretzel format delivers up to 28g of protein, 10g of fiber, and 6g of net carbs per 1.75 oz. bag—a nutritional profile that aligns with interest in satiety, blood sugar management, and the rising influence of GLP-1 medications on eating patterns.

The company reports triple-digit year-over-year growth since launch, with the brand achieving a 2026 NEXTY Award finalist nomination for Best Functional Food or Beverage and inclusion on Men's Health's 2026 Best Foods for Men list.

Recent Retail Expansion

This spring alone, the brand secured major placement wins: Fresh Thyme launched 7 oz. bags across all core flavors; Wegmans expanded with Cheddar and Flamin' Crunch; Market Basket introduced branded shipper displays; H-E-B rolled out three SKUs across Texas; and Hy-Vee expanded both 1.75 oz. and 7 oz. lineups.

CRISP POWER's product lineup includes Everything, Sea Salt, Sesame, Cinnamon Crunch, Cheddar, and Flamin' Crunch flavors. The brand was previously manufactured in Israel under a bakery acquired by Zilberberg in 2000.

Why It Matters

The Texas facility signals that venture-backed brands in the functional snacking space are moving quickly from import models to domestic capacity as retail distribution accelerates. For operators and distributors, the move likely means improved product availability, fresher inventory, and potentially more aggressive pricing or promotional support as the brand scales against competitors in the protein snack category.

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Written by FBM Publications Editors