quotWersquore diving headfirst into the pretzel crazerdquo says one retail bakery official

"We’re diving headfirst into the pretzel craze,” says one retail bakery official.

Pretzel Rolls Are on a Roll

Thanks to restaurant marketing pretzel rolls are hot, and total roll sales are rising significantly

Roll sales zoomed up in the last year as in-store bakeries added variety and new merchandising tactics.

Total in-store bakery sales increased 8.3% from 2011 to 2013, according to a report just released by Mintel, a Chicago-based market research company, and other research indicates rolls played a big part.

Sales of all kinds of rolls — dinner-type to a growing variety of hard rolls, including some hybrids — jumped 5% last spring over the same period a year earlier

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