CRISP POWER Protein Pretzels has kicked off its first national advertising campaign — titled "The Well-Rounded Snack" — timed to a period of rapid distribution expansion and a major domestic manufacturing investment. The six-SKU line now sits in more than 3,000 doors across Meijer, Costco, Wegmans, Hy-Vee, H-E-B, Market Basket, Raley's, and The Vitamin Shoppe, with two ad spots rolling out July 21 and July 28 across national media.

Retail Footprint & Supply Chain

Earlier this year, CRISP POWER opened a $15 million production facility in Stafford, Texas — its first domestic manufacturing hub — shifting from an import model to stateside operations specifically to support accelerating retail velocity. The move positions the brand to scale TDP and meet planogram commitments without the lead-time risk of overseas sourcing, a meaningful operational unlock for a company posting triple-digit year-over-year growth since its 2024 U.S. launch. Beyond the brick-and-mortar footprint, the brand is generating strong velocity on Amazon and TikTok Shop, channels that have become critical trial-and-repeat engines for emerging functional snack brands.

Protein Snacking's Macro Moment

The campaign targets a documented shift in the salty snack aisle: shoppers increasingly cross-referencing protein and fiber counts against net carbs, a behavior accelerated by GLP-1 medication adoption and broader macro-tracking habits. CRISP POWER's pretzels deliver up to 28g of protein, 10g of fiber, and 6g of net carbs per 1.75 oz. bag — a nutritional profile that positions the SKUs squarely against legacy pretzel brands and the expanding functional-snack set competing for premium shelf space. The six-flavor lineup — Everything, Sea Salt, Sesame, Cinnamon Crunch, Cheddar, and Flamin' Crunch — covers both savory and sweet-leaning occasions, supporting planogram flexibility across the snack aisle and natural/specialty channel sets like The Vitamin Shoppe.

For category managers, the brand's presence in club (Costco), regional grocery (Wegmans, H-E-B, Hy-Vee, Market Basket, Raley's), and the health/wellness specialty channel simultaneously reflects a multi-channel distribution strategy that limits reliance on any single retail format. Club-pack velocity in particular can serve as a proof-of-concept signal for grocers evaluating shelf commitment and promotional support.

"Protein has fundamentally changed the way people shop the snack aisle, but consumers are proving they won't sacrifice taste to get it," said Gilad Zilberberg, Founder and CEO of CRISP POWER. "The response to CRISP POWER shows there's real demand for snacks that deliver both. This campaign is about introducing more people to a product consumers are already choosing again and again."

The brand is a 2026 NEXTY Award finalist for Best Functional Food or Beverage and was named to Men's Health's 2026 Best Foods for Men list — editorial endorsements that typically support slotting conversations and consumer pull-through at retail. For trade buyers tracking the better-for-you snack segment and protein-forward innovation, CRISP POWER's manufacturing investment and multi-retailer footing represent a more durable growth story than many emerging brands at comparable door counts.

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.