New Cookies-and-Cream Pretzel Bites Hit Wetzel's Locations
Wetzel's Pretzels is adding another sweet limited-time offering to its roster with the launch of OREO® Bitz, available June 1 through October 4 at locations nationwide.
The new item features the chain's hand-rolled, bite-sized Original Bitz topped with vanilla crème, sprinkled with OREO® cookie crumbles, and finished with Mini OREO® cookies. The product aims to deliver what the brand calls a mix of soft, crunchy, and creamy textures.
"OREO® Cookies are one of those flavors that instantly feels fun and nostalgic," said Sarah Curtis, Head of Marketing at Wetzel's Pretzels. "We took our hot, fresh Bitz and loaded them up with cookies-and-cream goodness."
Rewards Incentive and Market Context
Wetzel's Rewards members can receive $1 off OREO® Bitz from June 1-7 to drive early adoption.
The launch represents the latest in a series of seasonal flavors for the 500-location chain, following recent limited-time offerings including Berry Sweet Bitz made with Nutella® and Apple Cinnamon Bitz. The strategy reflects broader fast-casual snacking trends emphasizing nostalgia-driven, Instagram-friendly products with rotating seasonal appeal.
The partnership leverages OREO®'s established brand recognition—over 60 billion OREO® cookies are sold annually, with more than 20 billion sold in the U.S. alone, according to the cookie brand.
Why It Matters
For operators, the OREO® Bitz launch demonstrates how legacy QSR brands are driving traffic through limited-time offerings that tap into consumer nostalgia and social shareability. The partnership model—pairing a pretzel concept with a globally recognized cookie brand—creates built-in marketing appeal while testing flavor extensions that could inform permanent menu additions if demand warrants.
---
For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.
Written by FBM Publications Editors