Flavored pretzels, sprinkled with topically applied seasonings, are the latest twist in the burgeoning pretzel category.
Manufacturers are experimenting with a crop of new flavors, hoping that they will help expand the category while the consumer craze for pretzels is hot. Seasoned items have helped buoy the chips category, after all.
Retailers told SN that consumers are trying them, enough so that it is making its mark on overall pretzel sales. Some added, however, that they're not yet sure if the flavored trend will have staying power.
"Flavored pretzels have definitely boosted the pretzel category," said Marc Bolich, head buyer at SKH Food Distributors, Lititz, Pa., echoing the experience of other retailers.
"Synder's of Hanover came out with the honey mustard, which everyone has copied," he said. "The new Bachman's flavored pretzels have just come out in a gorgeous package, and we expect them to do well."
"The proliferation of new flavors is causing a lot of interest in the pretzel aisle," said Emily G. Holdstein, senior vice president at Wonder Market Cos., Worcester, Mass. "When new flavors are introduced, people do try them. But we don't know how they will do beyond that."
The national and regional pretzel makers that are bringing new flavors to market want them to do plenty.
Steve Peck, director of marketing at Bachman Co., Reading, Pa., said Bachman Apple Pie with Cinnamon and Country Style Honey Mustard bite-size sourdough pretzel pieces were introduced in Philadelphia and New England last month. They are packaged in 12-ounce bags with a $1.99 suggested retail.
Ritts Chavelle Snack Co., Carson, Calif., is introducing Ritts Chavelle San Francisco Sourdough Pretzel Nuggets in Honey Dijon, Garden Herb and Grated Parmesan flavors west of the Rockies. They are packaged in 3-ounce stand-up trial size bags with a suggested retail of 79 cents; an 8-ounce bag retailing for $1.79 will be introduced later this year.
"We're doing a test market out here in southern California with specialty stores like Bristol Farms, and they are doing really well with all three flavors," said Rory Ritts, president. "Our product is beautifully packaged and designed to appeal to a major base of people in supermarkets and specialty stores."
