Pretzel Crisps
Snack Factory is a U.S. pretzel snack manufacturer and Campbell's Company subsidiary that sells Pretzel Crisps, Pop'ums, Bites, Indulgent, and seasonal flavors through major retailers including Sam's Club, Kroger, and Target.
- Company typePrivate
- Founded1981
- HeadquartersCharlotte, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pretzel Crisps does
Snack Factory (doing business as Pretzel Crisps) is a U.S. manufacturer and distributor of pretzel-based snack products and a wholly-owned brand of Campbell's Company (NYSE: CPB). Its flagship line, Pretzel Crisps, is a flat pretzel snack marketed as "Like a pretzel but 2D," positioned as a differentiated alternative to traditional twisted pretzels. The portfolio extends across Pop'ums (popped pretzels), Bites (bite-sized snacks), Indulgent (premium), Gluten Free, and Variety Packs, with seasonal and limited-time flavors including S'mores Pretzel Crisps and Cinnamon Sugar Bites.
The business operates as a consumer packaged goods brand, generating revenue through unit sales of branded pretzel snacks at retail price points (e.g., 9oz Cinnamon Sugar Bites at $5.49) rather than subscription or service contracts. Distribution is anchored by major U.S. retailers — Sam's Club (exclusive summer launch partner for S'mores), Kroger, and Target — supplemented by general grocery, with marketing concentrated on Instagram, TikTok, and the brand's own website. Snack Factory does not publicly disclose standalone revenue; it is reported within Campbell's Snacks unit, which posted $1.01B in Q1 fiscal 2026 sales (down 2% reported, with volumes down 3%) and shares distribution infrastructure with sister brands Goldfish, Pepperidge Farm, Snyder's of Hanover, and Late July.
Pretzel Crisps firmographics
Firmographics- Name
- Pretzel Crisps
- Legal name
- Snack Factory
- Website
- https://pretzelcrisps.com
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Snack Factory is a U.S. pretzel snack manufacturer and Campbell's Company subsidiary that sells Pretzel Crisps, Pop'ums, Bites, Indulgent, and seasonal flavors through major retailers including Sam's Club, Kroger, and Target.
- Ownership category
- akta.pro rank
Pretzel Crisps industry classification
Industry- Product category
- Salty Snack Foods
- NAICS
- Other Snack Food Manufacturing (311919), Bakeries and Tortilla Manufacturing (3118)
- SIC
- Cookies & Crackers (2052), Bakery Products (2050)
- akta.pro primary industry
- Pretzels & Salted Snacks (CRADABAI)
- akta.pro secondary industry
- Pretzels & Savory Baked Snacks Manufacturing (AFAKAIAD)
Keywords
Where Pretzel Crisps is headquartered
LocationHeadquarters
- HQ city
- Charlotte
- HQ country
- United States
- HQ region
- North America
Markets served
Pretzel Crisps business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Consumer Packaged Goods Snack Sales: Snack Factory generates revenue through the sale of pretzel snack products including Pretzel Crisps, Pop'ums, Bites, and Indulgent lines. Products are sold through retail channels including club stores (Sam's Club), grocery chains (Kroger), mass merchants (Target), and general grocery retailers. Revenue is derived from one-time product purchases by consumers at retail locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Cinnamon Sugar Bites seasonal product |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Pretzel Crisps product offering
Product offeringCore offering
Snack Factory / Pretzel Crisps manufactures and distributes pretzel-based snack products, with the flagship being Pretzel Crisps — flat pretzel chips marketed as 'Like a pretzel but 2D.' The portfolio also includes Pop'ums (popped pretzels), Bites, Indulgent, Gluten Free, and Variety Packs, plus seasonal and limited-time flavors such as S'mores Pretzel Crisps and Cinnamon Sugar Bites, sold through major U.S. retail and club-store channels.
Product overview
Snack Factory operates as the parent company of Pretzel Crisps, offering a portfolio of pretzel-based snack products. The core offering is Pretzel Crisps (flat pretzel chips marketed as '2D pretzels'), supplemented by product lines including Pop'ums (popped pretzels), Bites, Indulgent, Gluten Free, and Variety Packs. The portfolio is distributed through retailers including Sam's Club, Kroger, Target, and various grocery stores. Seasonal and limited-time offerings like Cinnamon Sugar Bites and S'mores Pretzel Crisps are introduced to capture seasonal demand. Snack Factory is owned by Campbell's Company and reported Q1 fiscal 2026 Snacks unit sales of $1.01 billion.
Differentiator
Problem solved
Functional benefit
Brands
- Pretzel Crisps: Flat pretzel snacks, described as 'like a pretzel but 2D'
- Pop'ums
- Bites
- Indulgent
- Gluten Free
- Variety Packs
Products and services
- Pretzel Crisps The flagship flat pretzel chip product line marketed as 'Like a pretzel but 2D' — reimagined pretzels with imaginative twists sold to retail consumers seeking a novel alternative to traditional pretzels.
- Pop'ums A popped pretzel snack product offering a lighter snacking alternative within the Snack Factory portfolio for consumers seeking a lighter pretzel option.
- Bites Pretzel bite-sized snack products within the Snack Factory portfolio, offering consumers a small-format snacking option.
- Indulgent Premium or richer-flavored pretzel snack products for consumers seeking more indulgent snacking experiences.
- Gluten Free Gluten-free pretzel snack offerings within the Snack Factory portfolio for consumers with dietary restrictions or gluten-sensitivity preferences.
- Variety Packs Multi-flavor pretzel snack assortments offering consumers a selection of Snack Factory products in a single package.
- S'mores Pretzel Crisps Limited-time summer flavor combining pretzels, dark chocolate, and marshmallow flavor, distributed at Sam's Club, Kroger, and Target.
- Cinnamon Sugar Bites Seasonal crispy pretzel snack with cinnamon and sugar coating, launched in nine-ounce pouches at $5.49 to address consumer demand for lighter, flavorful snacks.
Companies that use Pretzel Crisps
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles1 record
Pretzel Crisps technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Pretzel Crisps partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Campbell's CompanycoreSnack Factory is a wholly-owned brand of Campbell's Company. The parent company manages Snack Factory as part of its Snacks unit, which reported $1.01 billion in quarterly sales. Campbell's provides corporate resources, distribution infrastructure, and strategic direction for the Snack Factory brand.
Scale indicators3 records
Recent moves4 records
Expansion highlights4 records
Pretzel Crisps competitors and assessment
Company assessmentDirect peers
- Snyder's of Hanover: Category-leading pretzel snack brand, also owned by Campbell's Company. Most direct competitor in pretzel format and share of trade; comparable distribution through grocery, mass, and club channels.
- Rold Gold: PepsiCo/Frito-Lay's pretzel brand and the other major U.S. mass-market pretzel brand. Competes head-to-head with Pretzel Crisps for pretzel shelf space and household snack occasions.
- Bachman Company: Pretzel and snack brand owned by Utz Brands. Competes directly with Pretzel Crisps in the mass and grocery pretzel segment, especially on value-tier pretzels.
- Late July Snacks: Campbell's sister better-for-you snack brand (chips, popcorn, crackers). Direct intra-portfolio peer — same parent, same retail accounts, competing for the same premium-snack shelf set.
Emerging players
- Dot's Homestyle Pretzels: Fast-growing seasoned-pretzel brand that has expanded aggressively in club and grocery. Targets similar consumer snack occasions with flavor-forward innovation and is a rising threat to traditional pretzel brands.
- Skinny Pop: Better-for-you popped popcorn snack that competes for the same 'lighter, flavorful snack' occasion Pretzel Crisps targets, especially the Pop'ums and Bites lines. Relevant substitute for the same shopper mission.
- Bare Snacks: Better-for-you baked fruit/vegetable snack brand owned by PepsiCo. Competes with Pretzel Crisps' Indulgent and Gluten Free lines for the healthier-for-you snacking occasion and shelf space.
Broad incumbents
- Frito-Lay (PepsiCo): PepsiCo's snack division, parent of Rold Gold, Lay's, Doritos, and Cheetos. Overlaps with Pretzel Crisps as a broad salty-snack competitor with vastly superior distribution and retailer power.
- Utz Brands: Public salty-snack platform (Utz, Bachman, Zapp's, On The Border). Overlaps with Pretzel Crisps across salty-snack occasions, channels, and formats; key competitor for both pretzels and broader snacking share.
Regional players
- Old Dutch Foods: U.S. pretzel and chip manufacturer with strong regional footprint (especially Midwest). Comparable product mix (pretzels, chips) though limited national overlap with Pretzel Crisps' mass-channel distribution.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Pretzel Crisps social profiles
Digital presencePretzel Crisps financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pretzel Crisps leadership team
Management profileNumber of profiles
Pretzel Crisps funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pretzel Crisps M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pretzel Crisps
What does Pretzel Crisps do?
Snack Factory / Pretzel Crisps manufactures and distributes pretzel-based snack products, with the flagship being Pretzel Crisps — flat pretzel chips marketed as 'Like a pretzel but 2D.' The portfolio also includes Pop'ums (popped pretzels), Bites, Indulgent, Gluten Free, and Variety Packs, plus seasonal and limited-time flavors such as S'mores Pretzel Crisps and Cinnamon Sugar Bites, sold through major U.S. retail and club-store channels.
Is Pretzel Crisps a public or private company?
Pretzel Crisps is a private company. It is classified as corporate owned and is currently operating.
When was Pretzel Crisps founded?
Pretzel Crisps was founded in 1981. It employs 11 to 50 people.
Where is Pretzel Crisps based?
Pretzel Crisps is headquartered in Charlotte, United States, in the North America region.
How does Pretzel Crisps make money?
One revenue line is on record: consumer Packaged Goods Snack Sales.
Who are Pretzel Crisps's main competitors?
Direct peers on record are Snyder's of Hanover, Rold Gold, Bachman Company and Late July Snacks. Emerging players are Dot's Homestyle Pretzels, Skinny Pop and Bare Snacks. Broad incumbents are Frito-Lay (PepsiCo) and Utz Brands. Old Dutch Foods is listed as a regional player.
Does Pretzel Crisps have an API?
No public API is recorded for Pretzel Crisps.
What industry is Pretzel Crisps in?
Pretzel Crisps's product category is Salty Snack Foods. Its primary akta.pro industry code is CRADABAI, Pretzels & Salted Snacks, with a secondary code of AFAKAIAD, Pretzels & Savory Baked Snacks Manufacturing. Its NAICS code is 311919 and its SIC code is 2052.