CRISP POWER Protein Pretzels launched "The Well-Rounded Snack," its first national commercial campaign, on July 21, citing accelerating consumer demand for high-protein snacks that don't compromise on taste. The six-SKU lineup — Everything, Sea Salt, Sesame, Cinnamon Crunch, Cheddar, and Flamin' Crunch — is now carried across more than 3,000 retail doors, including Meijer, Costco, Wegmans, H-E-B, Hy-Vee, Market Basket, Raley's, and The Vitamin Shoppe, with a second campaign spot slated for July 28.
The Macro Profile
Each 1.75 oz finished-format bag delivers up to 28g of protein, 10g of fiber, and 6g of net carbohydrates — positioning the product squarely in the better-for-you snack segment where GLP-1-adjacent eating patterns and macro tracking are reshaping purchase behavior. The formula is fully vegan and structured to compete on shelf with conventional crunchy snacks while offering a dramatically improved nutrient density ratio. That combination of functional credentials and mainstream snack format is increasingly where operators and category buyers are directing attention, as protein snack and bar innovation continues to outpace legacy salty-snack growth.
Manufacturing & Retail Momentum
Earlier in 2026, CRISP POWER opened a $15 million production facility in Stafford, Texas — its first domestic manufacturing hub — transitioning from an import-dependent supply model to stateside co-manufacturing capacity to support retail velocity. Since its 2024 U.S. launch, the brand reports triple-digit year-over-year growth. It is a 2026 NEXTY Award finalist for Best Functional Food or Beverage and was named among Men's Health's 2026 Best Foods for Men.
"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."
The campaign timing aligns with broader category tailwinds. Protein enrichment is now among the top three formulation priorities for better-for-you CPG brands, driven by consumers managing weight-loss protocols, fitness goals, and satiety-focused eating patterns. The GLP-1 user segment in particular is drawing reformulation investment across the snack, bar, and functional beverage and hydration categories, as operators seek products that fit reduced-calorie, high-protein intake targets. CRISP POWER's 6g net carb ceiling and fiber density place it within range of keto-adjacent and low-glycemic positioning, broadening its addressable consumer base beyond traditional protein enthusiasts.
Distribution through The Vitamin Shoppe alongside conventional grocery chains signals a dual-channel strategy that straddles the supplement specialty and mainstream retail aisles — a pattern increasingly common among functional snack brands seeking both credentialed-buyer and impulse-purchase volume. Online velocity through Amazon and TikTok Shop adds a direct discovery layer that is proving critical for newer functional CPG entrants building brand awareness ahead of broad-market media investment.
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.
