Snyder's-Lance
Snyder's-Lance is a U.S. snack food company operating as a wholly-owned subsidiary of The Campbell's Company, producing and marketing a portfolio of branded salty snacks — including Snyder's of Hanover pretzels, Lance, Cape Cod, and Kettle Brand — for retail grocery consumers across North America.
- Company typePrivate
- Founded1909
- HeadquartersCharlotte, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Snyder's-Lance does
Snyder's-Lance is a U.S.-based snack food company that, since 2018, has operated as a wholly-owned subsidiary of The Campbell's Company (formerly Campbell Soup Company), following a $4.9 billion acquisition. The company produces and markets a diversified portfolio of branded salty snacks including Snyder's of Hanover pretzels, Lance sandwich crackers and snacks, Cape Cod chips, Snack Factory Pretzel Crisps, Late July organic snacks, Kettle Brand chips, Goldfish crackers, Pepperidge Farm cookies, and additional heritage brands (Archway, Jay's, Krunchers, O-Ke-Doke, Stella D'oro, Tom's, Eat Smart Snacks). Its brands collectively compete in the North American salty-snack market primarily against Frito-Lay and other major CPG snack conglomerates.
The company's products are sold through retail grocery channels — supermarkets, mass merchants, convenience stores — and via brand-operated e-commerce websites with 'Where to Buy' functionality, serving mass-market U.S. and Canadian consumers. The business model is classic branded CPG: revenue is generated through wholesale and retail sales of packaged snack foods, with marketing conducted through Campbell's corporate infrastructure including brand websites, social media, and in-store promotional materials. Manufacturing is concentrated at large-scale U.S. production facilities, with a $72 million Pennsylvania capacity expansion announced for 2026 representing ongoing capital investment in pretzel and snack production.
Snyder's-Lance originated from the 2010 merger of Snyder's of Hanover (founded 1909) and Lance, Inc., and previously acquired Diamond Foods (2015, ~$1.91B) and Metcalfe's skinny (2016) to build out its portfolio. The 2018 acquisition by Campbell Soup Company has been characterized as costly and a contributing factor to subsequent underperformance in Campbell's snacks segment. Despite this, the brands remain an active component of Campbell's portfolio, with recent product innovations such as Snack Factory's Pop'ums (2025), Kettle Brand Air Fried Chips, and Goldfish Crisps demonstrating continued investment in format extension and better-for-you snack categories.
Snyder's-Lance firmographics
Firmographics- Name
- Snyder's-Lance
- Legal name
- Snyder's-Lance, Inc.
- Website
- https://snyderslance.com
- Company type
- Private
- Founded year
- 1909
- Operating status
- Acquired
- Headcount range
- 5,001–10,000 employees
- Short description
- Snyder's-Lance is a U.S. snack food company operating as a wholly-owned subsidiary of The Campbell's Company, producing and marketing a portfolio of branded salty snacks — including Snyder's of Hanover pretzels, Lance, Cape Cod, and Kettle Brand — for retail grocery consumers across North America.
- Ownership category
- akta.pro rank
Snyder's-Lance industry classification
Industry- Product category
- Salty Snack Foods
- NAICS
- Snack Food Manufacturing (31191), Other Snack Food Manufacturing (311919)
- SIC
- Cookies & Crackers (2052), Bakery Products (2050), Food And Kindred Products (2000)
- akta.pro primary industry
- Pretzels & Salted Snacks (CRADABAI)
- akta.pro secondary industries
- Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM), Snack Bakery (Cookies, Crackers, Bars) Wholesale (AFAIAFAI), Pretzels & Savory Baked Snacks Manufacturing (AFAKAIAD)
Keywords
Where Snyder's-Lance is headquartered
LocationHeadquarters
- HQ city
- Charlotte
- HQ country
- United States
- HQ region
- North America
Markets served
Snyder's-Lance business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Distribution channels2 records
Marketing channels3 records
Snyder's-Lance product offering
Product offeringCore offering
Snyder's-Lance manufactures and markets a portfolio of salty snack food brands, including Snyder's of Hanover pretzels, Lance sandwich crackers, Cape Cod chips, Snack Factory Pretzel Crisps, and Late July organic snacks. Following its 2018 acquisition by Campbell Soup Company, the brand portfolio is operated under The Campbell's Company's snacks division and distributed through U.S. retail grocery, mass merchant, convenience store, and e-commerce channels.
Product overview
Snyder's-Lance operated as an independent snack food company until its acquisition by Campbell Soup Company in 2018. The portfolio consisted of multiple distinct brands including Snyder's of Hanover pretzels, Lance snack products, and Snack Factory's Pretzel Crisps. These brands collectively positioned Snyder's-Lance as a major player in the pretzel and salty snack markets, particularly in North America where it competed with Frito-Lay and other major snack conglomerates. The products ranged from traditional pretzels to innovative hybrid snacks.
Differentiator
Problem solved
Functional benefit
Brands
- Snyder's of Hanover: Pretzel products including classic pretzels, minis, and specialty pretzel snacks
- Lance
- Snack Factory Pretzel Crisps
Products and services
- Snyder's of Hanover Pretzels Premium pretzel brand offering traditional, minis, and specialty-flavor pretzel snacks for U.S. retail consumers.
- Lance Snack brand known for ToastChee sandwich crackers and other cracker and pretzel products sold to U.S. retail consumers.
- Snack Factory Pretzel Crisps Flat, crispy pretzel crackers available in multiple flavors such as Garlic Parmesan, sold to U.S. snack consumers.
- Pop'ums by Snack Factory A pretzel-based take on popcorn, offering a hybrid savory snack product marketed to U.S. retail consumers under the Snack Factory brand.
- Cape Cod Chips Kettle-cooked potato chips sold to U.S. retail snack consumers.
- Late July Snacks Organic and better-for-you salty snack products, including thin & crispy chips and snack crackers, sold to U.S. consumers.
Companies that use Snyder's-Lance
Customer profileIdeal customer profiles1 record
Snyder's-Lance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Snyder's-Lance partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- J.M. Smucker Co.minorDavid Singer, former CEO of Snyder's-Lance Inc., was appointed to the board of J.M. Smucker Co. as a new director on April 15, 2026, bringing food and beverage industry experience to the company. Singer previously served as EVP/CFO of Coca-Cola Consolidated Inc. in addition to his Snyder's-Lance CEO role.
Scale indicators1 record
Recent moves7 records
Expansion highlights3 records
Snyder's-Lance competitors and assessment
Company assessmentDirect peers
- Herr's Foods: Herr's is a Pennsylvania-based pretzel, chip, and snack manufacturer with overlapping pretzel, tortilla chip, and cheese curl categories to Snyder's-Lance, primarily distributed in the Mid-Atlantic and through national grocery channels.
- Utz Brands: Utz is a publicly traded U.S. salty-snack and pretzel specialist whose core pretzel portfolio directly competes with Snyder's of Hanover, while its broader chip, cheese, and tortilla lines overlap with Cape Cod and Lance.
- Pretzels Inc. Pretzels Inc. (a Plerneuf company) is a U.S. private-label and branded pretzel manufacturer that competes with Snyder's of Hanover across private-label pretzel programs and branded pretzel SKUs.
- Kellanova: Kellanova (spun from Kellogg) owns Pringles, Cheez-It, and RXBAR, directly overlapping Snyder's-Lance in crackers (vs. Lance/Goldfish) and adjacent salty-snack formats sold through identical grocery and convenience channels.
- Frito-Lay (PepsiCo): PepsiCo's Frito-Lay division is the dominant U.S. salty-snack manufacturer (Lay's, Doritos, Cheetos, Rold Gold pretzels), competing directly with Snyder's of Hanover pretzels, Cape Cod, Kettle Brand, and Lance across the same retail and DSD channels.
Broad incumbents
- General Mills: General Mills operates Annie's, Nature Valley, and Fiber One — overlapping with Late July organic and Snyder's-Lance better-for-you sub-brands at the same U.S. retailers, while its scale and DSD presence exceed Snyder's-Lance's.
- Hershey Company: Hershey owns SkinnyPop, Dot's Homestyle Pretzels, and broader confectionery/snack portfolios; Dot's in particular is a fast-growing pretzel brand that competes with Snyder's of Hanover at U.S. retail and pressures legacy pretzel share.
- Conagra Brands: Conagra owns Slim Jim, Snack Pack, and Healthy Choice and is a broad-line CPG incumbent that competes with Snyder's-Lance in center-store salty snacks and snacks-adjacent categories through the same U.S. grocery retailers.
- Mondelez International: Mondelez is a global snack conglomerate (Oreo, Ritz, Triscuit, Chips Ahoy!, Sour Patch Kids) whose biscuit and cracker portfolio overlaps with Lance, Milano, and Goldfish, while its scale dwarfs Snyder's-Lance in retail negotiations.
Emerging players
- SkinnyPop / Amplify Snack Brands (Amplify Group): SkinnyPop (owned by The Hershey Company via Amplify) is a better-for-you popcorn brand that competes with Snack Factory's Pop'ums innovation and Late July in the premium/healthier snack segment, representing the emerging hybrid and better-for-you competitive set.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Snyder's-Lance social profiles
Digital presenceSnyder's-Lance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Snyder's-Lance leadership team
Management profileNumber of profiles
Profiles1 record
Snyder's-Lance subsidiaries and ownership
Company hierarchySubsidiaries3 records
Snyder's-Lance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Snyder's-Lance M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Snyder's-Lance
What does Snyder's-Lance do?
Snyder's-Lance manufactures and markets a portfolio of salty snack food brands, including Snyder's of Hanover pretzels, Lance sandwich crackers, Cape Cod chips, Snack Factory Pretzel Crisps, and Late July organic snacks. Following its 2018 acquisition by Campbell Soup Company, the brand portfolio is operated under The Campbell's Company's snacks division and distributed through U.S. retail grocery, mass merchant, convenience store, and e-commerce channels.
Is Snyder's-Lance a public or private company?
Snyder's-Lance is a private company. It is classified as corporate owned and is currently acquired.
When was Snyder's-Lance founded?
Snyder's-Lance was founded in 1909. It employs 5,001 to 10,000 people.
Where is Snyder's-Lance based?
Snyder's-Lance is headquartered in Charlotte, United States, in the North America region.
Who are Snyder's-Lance's main competitors?
Direct peers on record are Herr's Foods, Utz Brands, Pretzels Inc., Kellanova and Frito-Lay (PepsiCo). Broad incumbents are General Mills, Hershey Company, Conagra Brands and Mondelez International. SkinnyPop / Amplify Snack Brands (Amplify Group) is listed as an emerging player.
Does Snyder's-Lance have an API?
No public API is recorded for Snyder's-Lance.
What industry is Snyder's-Lance in?
Snyder's-Lance's product category is Salty Snack Foods. Its primary akta.pro industry code is CRADABAI, Pretzels & Salted Snacks, with a secondary code of CRADABAM, Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified). Its NAICS code is 31191 and its SIC code is 2052.