CRISP POWER Protein Pretzels launched its first major commercial campaign on July 21, debuting a national media push built around six flavor SKUs and the brand's core pitch: high-protein snacking that doesn't compromise on taste. A second ad spot follows on July 28.

The campaign, titled "The Well-Rounded Snack," arrives as the functional-food segment accelerates. Protein-forward positioning is reshaping shelf strategy across retail and foodservice snack categories, driven by consumers tracking macros, managing GLP-1 protocols, and demanding transparency on nutrition labels. CRISP POWER is betting that most existing options still force a trade-off between function and flavor — and that its pretzel format closes that gap.

Retail Footprint & Numbers

The brand currently sits in more than 3,000 retail doors, with placement at Meijer, Costco, Wegmans, Hy-Vee, H-E-B, Market Basket, Raley's, and The Vitamin Shoppe, alongside a strong e-commerce presence on Amazon and TikTok Shop. Since its 2024 U.S. launch, CRISP POWER has posted triple-digit year-over-year growth. Each 1.75 oz. bag delivers up to 28g of protein, 10g of fiber, and 6g of net carbs across flavors including Everything, Sea Salt, Sesame, Cinnamon Crunch, Cheddar, and Flamin' Crunch.

"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."

Manufacturing Shift

Backing the retail push is a significant operational move: earlier in 2026, CRISP POWER opened a $15 million production facility in Stafford, Texas — its first domestic manufacturing hub. The shift from an import model to U.S.-based operations is designed to support accelerating retail demand and reduce supply chain exposure. For buyers and category managers evaluating emerging better-for-you snack brands, domestic manufacturing is increasingly a key qualifier.

The brand has also collected third-party validation: it is a 2026 NEXTY Award finalist for Best Functional Food or Beverage and was named one of Men's Health's 2026 Best Foods for Men. President and COO Yemeni Mesa framed the campaign's strategic intent plainly: "The strongest brands don't ask consumers to change what they love — they make what they already love work harder for them."

With distribution scale in place, domestic production online, and a national media spend launching now, CRISP POWER is moving from emerging brand to category contender in the competitive protein snack set.

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.