Special Report: Pretzels

Special Report

Pretzels

The inability to shop at brick and mortar locations as frequently as they’d like and without a strategy in place has left many consumers feeling out of place. Alternatives like curbside pickup, which are time savers, and selecting and paying for groceries at the click of a button from home or the office offers unmatched convenience. Although shopping for grocery items like baked goods and produce come with a sensory experience, the scent of freshly baked bread and the visual appeal of brightly hued fruits and vegetables, keeps shoppers returning to physical aisles. Suppliers in the pretzels category are challenged with not only bringing high caliber foods into consumers’ homes but also keeping pretzels accessible no matter how consumers are shopping. It’s easier to sell a baked good in-store as they play upon shoppers' senses, but it's even more difficult when consumers are not shopping in-person.

“Consumers continue to look for restaurant quality offerings in their retail stores,” said Janet Conning, SVP Marketing and Product Development for Backerhaus Veit. “Pretzel Buns are a popular favorite at restaurants as operators promote gourmet burger and sandwich offerings as well as unique appetizers and small share plates. To help retailers capitalize on this trend, Backerhaus has launched a Retail Ready Pretzel program that includes: Pretzel Hamburger Bun 4-count.; Pretzel Hoagie Roll 4-count.; Pretzel Dinner Roll 6ct.; and Pretzel Twist 4-count. The full line-up leverages our time-honored Bavarian recipe to ensure that consumers experience pretzels the way they were meant to be!”

“The pretzel category is fun and exciting,” said a Dot’s Pretzels spokesperson last fall. “Our hopes with Dot’s Pretzels is to reinvigorate the channel and to bring more awareness. Dot’s Pretzels are not only bringing more pretzel buyers to the aisle, but we’re bringing more individuals that might not typically be salty snack consumers to the aisle.”

Unique Snacks recently wrapped up a campaign to promote pretzels consumption by pairing them with complementary beers to highlight the flavor profiles of each. Tröegs Independent Brewing and Unique Snacks kicked off a program offering shoppers options of appealing combinations of craft beers and signature pretzels in late August until the end of October. These flavor profiles offered consumers unmistakably flavorful pairings intended for folks to share with their families and friends.

Tröegs and Unique experimented with combinations to uncover ideal pairings to bring out the full favors of the craft beers and signature pretzels. The featured pairings included: Lucky Holler Hazy IPA with Sourdough Craft Beer Pretzel Rings & Malted Barley, Tropical Pineapple and Haze Charmer Haze Pale Ale with Multigrain Splits & Savory Grains, Juicy Pineapple.

“Tröegs’ devotion to the art and science of brewing flavorful, refreshing beers using only the best ingredients, including some from right here in Pennsylvania, creates a natural alignment with our focus on creating distinct flavor and textural characteristics using fewer ingredients to create greater flavor,” said Justin Spannuth, Chief Operating Officer of Unique Snacks.

To dispel confusion surrounding the category, Backerhaus Veit shares its company’s story and history to not only educate but to connect with a consumer base and entice people to explore their product line. “We share our story and our history with retailers and consumers,” Conning said. “In Bavaria, pretzels

are the holy grail of baking, and we stay very true to those roots. Our pretzels are visually distinct with a mahogany brown crust, a shape that is not ‘cookie-cutter’ with the personal touch of our bakers, and a light fluffy inside. They are "We share our story and our history with Retailers and Consumers. In rich in flavor and can

Bavaria, pretzels are the holy grail of baking, and we stay very true to be enjoyed at room those roots. Our pretzels are visually distinct with a mahogany brown temperature, toasted, crust, a shape that is not 'cookie-cutter' with the personal touch of our or baked. We strive Baker’s, and a light fluffy inside. They are rich in flavor and can be enjoyed for perfection and are at room temperature, toasted, or baked. We strive for perfection and are proud to share these proud to share these passionately crafted treats.” passionately crafted — Janet Conning, Backerhaus Veit treats.” To achieve their longevity and status within the pretzels category, Backerhaus Veit has steadily worked hard, taking its responsibility to their craft and to meet consumers’ and retailers’ expectations seriously. “We bake pretzels every day with a commitment to quality and perfecting our craft,” Conning said. “Our Bavarian recipes are authentic; and we will never compromise keeping a simple list of ingredients with no artificial colors and flavors, and no chemical preservatives. Our hope is that they are enjoyed at home with family and friends.” Rounding out 2021, Backerhaus Veit is looking forward to creating opportunities for friends and families to safely gather. Their belief is their pretzels offerings, whether it’s a fluffy twisted pretzel or a soft pretzel bun, fosters meals and snacks people can enjoy with others. “We have spent so much time apart over the last two years, and as the calendar turns to 2022, we see more time with family and friends,” Conning said. “There are so many unique ways to share these passionately crafted soft Bavarian pretzels that they are sure to be the talk around any table - make a unique charcuterie platter, dress them up and enjoy on pizza night, or they make the perfect sandwich—minis or traditional. Our innovation is focused on expanding pretzel consumption with unique formats and flavors, so that they can be a part of any meal. We are helping both retailers and consumers see that the possibilities are endless!”