The Product
CRISP POWER is extending its protein pretzel lineup with a Honey Mustard SKU, delivering 26 grams of protein, 10 grams of fiber, and just 6 grams of net carbs per 1.75 oz single-serve bag — along with 0 grams of added sugar and no artificial flavors — at 210 calories. The plant-based, baked format targets consumers seeking savory, high-satiety snacks that compete macronutrient-for-macronutrient with bars and shakes, but in a conventional crunchy format.
Gilad Zilberberg, Founder and CEO of CRISP POWER, positioned the launch as a direct assault on legacy salty snacks. "We built CRISP POWER to compete directly with traditional crunchy, salty snacks, but with dramatically higher protein and fiber," he said. "Honey Mustard continues that mission by delivering a bold flavor in a format that supports modern eating habits."
Market Positioning
The protein-fortified snack category is accelerating, driven by consumer focus on satiety, blood sugar management, and intentional macronutrient tracking. CRISP POWER is explicitly targeting GLP-1 medication users among its core audiences — a fast-growing cohort that prioritizes high-protein, high-fiber, low-empty-calorie options to maintain muscle mass and manage appetite on reduced food intake. The brand's low-net-carb, plant-based finished formulation also maps cleanly onto keto-adjacent eating patterns, broadening its addressable market across multiple benefit-positioned segments. For operators in the protein and better-for-you snack space, the pretzel format offers a meaningful point of differentiation: most high-protein snacks in retail still skew toward sweet bars or shakes, leaving the savory, crunchy segment comparatively undercrowded.
Honey Mustard joins an existing portfolio of seven flavors — Cheddar, Flamin' Crunch, Cinnamon Crunch, Everything, Sea Salt, and Sesame — with additional innovation planned. Planned distribution channels include direct-to-consumer, Shopify, The Vitamin Shoppe, Amazon, and TikTok Shop, reflecting a hybrid retail-plus-digital strategy increasingly common among emerging functional snack brands.
Manufacturing Scale-Up
The flavor launch is timed alongside a significant operational development: CRISP POWER recently commissioned a $15 million manufacturing facility in Stafford, Texas. The move transitions the brand from overseas production to fully domestic manufacturing, shortening supply chains and expanding production capacity at a moment when the company reports triple-digit year-over-year growth since entering the U.S. market in 2024. For retail buyers and co-manufacturing observers, domestic production reduces lead times and geopolitical supply risk — both increasingly relevant concerns in the functional ingredients and supplement supply chain. The Texas investment also signals that CRISP POWER is building infrastructure ahead of anticipated distribution expansion rather than chasing retail placement reactively, a sign of category maturity.
The brand's growth trajectory and explicit GLP-1 consumer targeting place it squarely within one of functional snacking's most-watched emerging sub-segments, where brands that can credibly deliver protein density, fiber content, and palatability in familiar snack formats are attracting retail and investor attention alike.
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.
