CRISP POWER Protein Pretzels launched its first national advertising campaign on July 21, anchoring a two-spot media push behind a six-SKU lineup now distributed across more than 3,000 retail doors. The campaign, titled "The Well-Rounded Snack," targets the growing intersection of functional nutrition and everyday snack demand — a segment seeing meaningful velocity gains as GLP-1 adoption and macro-conscious eating reshape center-store purchasing patterns.
The Distribution Picture
The brand's current retail footprint spans Meijer, Costco, Wegmans, Hy-Vee, H-E-B, Market Basket, Raley's, and The Vitamin Shoppe, alongside e-commerce volume through Amazon and TikTok Shop. That channel mix — spanning club, conventional grocery, natural, and specialty wellness — reflects a deliberate effort to reach both performance-oriented shoppers and mainstream snack buyers. A second campaign spot is scheduled to drop July 28.
For foodservice-adjacent suppliers and retail buyers tracking functional snack velocity, the CRISP POWER positioning is notable: each 1.75 oz. bag delivers up to 28g of protein, 10g of fiber, and 6g of net carbs. The format is fully vegan, and the flavor lineup — Everything, Sea Salt, Sesame, Cinnamon Crunch, Cheddar, and Flamin' Crunch — is designed to compete directly against traditional salty snacks rather than occupying a niche health-food shelf position.
Manufacturing Shift Fuels Growth
Earlier in 2026, CRISP POWER opened a $15 million production facility in Stafford, Texas — its first domestic manufacturing hub — transitioning away from an import-dependent model. The move signals that leadership is betting on sustained demand growth rather than managing the brand as a test-and-learn import play. Since its U.S. launch in 2024, the company has reported triple-digit year-over-year growth, though absolute revenue figures were not disclosed.
"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. "This campaign is about introducing more people to a product consumers are already choosing again and again."
The brand's functional credentials have drawn industry recognition: CRISP POWER is a 2026 NEXTY Award finalist for Best Functional Food or Beverage and was named to Men's Health's 2026 Best Foods for Men list — both of which carry weight in retail buyer conversations and on-shelf merchandising narratives.
What This Means for Operators
For foodservice operators and retail category managers watching the better-for-you snack segment, CRISP POWER's trajectory illustrates a broader shift: consumers influenced by GLP-1 protocols and macro tracking are pulling functional snacks into conventional purchase occasions rather than treating them as specialty buys. That behavioral change is pressuring legacy salty-snack SKUs on velocity metrics and giving emerging protein-forward brands outsized shelf negotiating leverage.
The domestic manufacturing investment also reduces supply chain exposure — a factor that has tripped up import-reliant emerging snack brands during periods of freight disruption. Bringing production stateside at the $15 million capital level suggests CRISP POWER's backers view the current retail placement as a floor, not a ceiling, and are positioning for continued door expansion through 2026 and beyond.
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.
