The Product
CRISP POWER is extending its protein-pretzel lineup with a Honey Mustard SKU, a sweet-savory addition that the brand positions as a direct rival to traditional salty snacks rather than a conventional protein supplement. Each 1.75 oz single-serve bag delivers 26 grams of protein, 10 grams of fiber, and 6 grams of net carbs at 210 calories, with zero added sugar and no artificial flavors. The format — baked, crunchy, plant-based — is a deliberate departure from the bar-and-shake protein category that still dominates functional-snack shelf sets in natural and specialty retail.
Honey Mustard is the eighth flavor in the portfolio, joining Cheddar, Flamin' Crunch, Cinnamon Crunch, Everything, Sea Salt, and Sesame. "We built CRISP POWER to compete directly with traditional crunchy, salty snacks, but with dramatically higher protein and fiber," said Gilad Zilberberg, Founder and CEO of CRISP POWER. "Honey Mustard continues that mission by delivering a bold flavor in a format that supports modern eating habits." Planned distribution includes The Vitamin Shoppe, Amazon, TikTok Shop, and direct-to-consumer via Shopify.
Manufacturing Scale-Up
The flavor launch coincides with a significant supply-chain move: CRISP POWER recently commissioned a $15 million manufacturing facility in Stafford, Texas, shifting from overseas production to fully domestic operations. The investment shortens lead times, expands capacity, and reduces the brand's exposure to import-related cost volatility — a meaningful structural advantage as tariff uncertainty continues to pressure packaged-goods margins across the food and beverage sector. The company describes the Texas build-out as a direct response to triple-digit year-over-year growth since entering the U.S. market in 2024.
Category Tailwinds
The Honey Mustard rollout lands in a high-velocity segment. Protein enrichment has migrated well beyond sports nutrition into mainstream snacking, with convenience-channel buyers and natural grocery buyers both reporting accelerated velocity on high-protein salty snacks over the past 18 months. The GLP-1 medication wave is an additional tailwind: consumers on appetite-modifying therapies tend to prioritize protein density and satiety per calorie, exactly the attributes CRISP POWER's macronutrient profile is engineered to deliver.
For foodservice and noncommercial operators evaluating protein-forward snack programs — vending, grab-and-go, corporate dining, fitness-adjacent venues — the single-serve 1.75 oz format and clean-label positioning align with purchasing criteria that have become table stakes in better-for-you snack procurement. Brands that can demonstrate domestic manufacturing continuity and a scalable SKU roster are increasingly attractive to distributors rationalizing supplier counts amid ongoing supply-chain restructuring.
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.
