Amish Pretzel Company
Amish Pretzel Company is a privately held, Elkhart, Indiana-based manufacturer of Amish-inspired frozen soft pretzels, pretzel bites, and bake-at-home kits, selling direct-to-consumer online, through grocery and foodservice wholesale, and via fundraising programs across the United States.
- Company typePrivate
- Founded2021
- HeadquartersElkhart, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Amish Pretzel Company does
Amish Pretzel Company (legal entity Live Large Distribution, Inc.) is a privately held, Elkhart, Indiana-based manufacturer of Amish-inspired frozen soft pretzels, pretzel bites, and bake-at-home kits. Founded in 2021 as a sister brand to Ben's Soft Pretzels (founded 2008, 160+ franchise locations in 17 states), the company shares production operations with The Ben's Bakers. Its product line spans five frozen pretzel SKUs ranging from 3.5 oz to 32 oz units, a 2 lb bag of pretzel bites, a Big Box variety gift pack, and two baking kits (Soft Pretzel and Cinnamon Roll), all positioned as hand-rolled, preservative-free, and free of dairy, eggs, nuts, soy, and sesame, with an 18-month frozen shelf life enabled by flash-freezing.
The company operates a multi-channel go-to-market: direct-to-consumer e-commerce through a Shopify storefront with nationwide U.S. shipping (free over $49), wholesale distribution into grocery and foodservice (Gordon Food Service and SpartanNash-owned Martin's Super Markets in the Midwest), and fundraising programs targeting schools, sports teams, PTO/PTA, and church groups. Pricing is unit-based across consumer SKUs (e.g., 3.5 oz 6-pack at $9.99; Big Box party bundle at $64.99), with bulk wholesale and fundraiser pricing offered on inquiry.
Commercially, the company is in an early growth phase. It added a major Midwest grocery partner in December 2024 and hired a National Sales Manager in 2024 to scale national accounts. It has no disclosed outside funding, no M&A activity, no patents, and no AI/ML capabilities, and operates with 11-50 employees from a single location. Its principal assets are brand heritage tied to the parent Ben's Soft Pretzels franchise network, allergen-friendly clean-label formulation, and multi-channel distribution access.
Amish Pretzel Company firmographics
Firmographics- Name
- Amish Pretzel Company
- Legal name
- Live Large Distribution, Inc.
- Website
- https://amishpretzelco.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Amish Pretzel Company is a privately held, Elkhart, Indiana-based manufacturer of Amish-inspired frozen soft pretzels, pretzel bites, and bake-at-home kits, selling direct-to-consumer online, through grocery and foodservice wholesale, and via fundraising programs across the United States.
- Ownership category
- akta.pro rank
Amish Pretzel Company industry classification
Industry- Product category
- Frozen Pretzels
- NAICS
- Bakeries and Tortilla Manufacturing (3118), Frozen Food Manufacturing (31141)
- SIC
- Bakery Products (2050), Cookies & Crackers (2052)
- akta.pro primary industry
- Pretzels & Salted Snacks (CRADABAI)
- akta.pro secondary industries
- Pretzels & Savory Baked Snacks Manufacturing (AFAKAIAD), Frozen Bakery Products Manufacturing (AFAKAAAF), Frozen Snacks & Appetizers (CRADADAD)
Keywords
Where Amish Pretzel Company is headquartered
LocationHeadquarters
- HQ city
- Elkhart
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Amish Pretzel Company business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct-to-Consumer E-commerce: Online sales of frozen pretzels, pretzel bites, and baking kits through the company's e-commerce platform. Orders are shipped directly to customers across the United States with free shipping for orders over $49.
- Wholesale/Bulk Distribution: Bulk ordering for grocers, convenience stores, restaurants, venues, school cafeterias, and food services. Products sold through distribution partners and available in retail freezer aisles.
- Fundraising Programs: Selling pretzels and baking kits to schools, sports teams, and community organizations for fundraising purposes. Products designed for easy home preparation by supporters.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Soft Pretzel Bites - 2 lb bags |
| Unit Pricing | Pay-as-you-go | Soft Pretzels 3.5 oz - 6 count packs |
| Unit Pricing | Pay-as-you-go | Soft Pretzels 5.5 oz - 6 count packs |
| Unit Pricing | Pay-as-you-go | Soft Pretzels 7.5 oz - 6 count packs |
| Unit Pricing | Pay-as-you-go | Soft Pretzels 32 oz 'The Big Guy' - single unit |
| Unit Pricing | Pay-as-you-go | Big Box Party Bundle |
| Unit Pricing | Pay-as-you-go | Amish Cinnamon Roll Baking Kit |
| Unit Pricing | Pay-as-you-go | Soft Pretzel Baking Kit |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
Amish Pretzel Company product offering
Product offeringCore offering
Amish Pretzel Company manufactures and sells Amish-inspired, hand-rolled, preservative-free frozen soft pretzels (in multiple sizes and as bites) along with bake-at-home pretzel and cinnamon roll baking kits. Products are distributed through direct-to-consumer e-commerce, wholesale channels to grocers and food service operators, and fundraising programs for schools and community organizations.
Product overview
Amish Pretzel Company offers a focused product portfolio centered on Amish-inspired, hand-rolled frozen soft pretzels and at-home baking kits. The core product line consists of five sizes of frozen soft pretzels ranging from 3.5 oz to 32 oz ("The Big Guy"), plus 2 lb bags of pretzel bites. These are complemented by a Big Box variety gift pack for sharing and gifting occasions. Additionally, the company sells two bake-at-home kits—a Soft Pretzel Baking Kit and an Amish Cinnamon Roll Baking Kit—that enable consumers to make fresh pretzels and cinnamon rolls from scratch. All pretzel products share common attributes: hand-rolled in small batches, preservative-free, vegan-friendly, and free from dairy, eggs, nuts, soy, and sesame. The company also serves wholesale, fundraising, and food service channels with bulk ordering options.
Differentiator
Problem solved
Functional benefit
Products and services
- Soft Pretzel Bites Hand-rolled, Amish-inspired frozen soft pretzel bites packaged in 2 lb bags (approximately 40 bites). Vegan-friendly and free of dairy, eggs, nuts, soy, sesame, and preservatives. Ready-to-bake via oven, toaster oven, air fryer, microwave, or deep fryer.
- Soft Pretzels [3.5 oz] Small-size Amish-inspired hand-rolled soft pretzels, 3.5 oz each, sold in 6-pack or 12-pack small batches. Vegan-friendly and free of dairy, eggs, nuts, soy, sesame, and harsh preservatives.
- Soft Pretzels [5.5 oz] Medium-size Amish-inspired hand-rolled soft pretzels, 5.5 oz each, sold in 6-pack or 12-pack small batches. Vegan-friendly and free of dairy, eggs, nuts, soy, sesame, and harsh preservatives.
- Soft Pretzels [7.5 oz] Larger-size Amish-inspired hand-rolled soft pretzels, 7.5 oz each, sold in 6-pack or 12-pack small batches. Vegan-friendly and free of dairy, eggs, nuts, soy, sesame, and harsh preservatives.
- Soft Pretzels [32 oz] "The Big Guy" Extra-large 32 oz Amish-inspired hand-rolled soft pretzel, individually packaged and suitable for parties, charcuterie boards, or sharing. Includes German Pretzel Salt.
- Big Box (Birthday Pretzel Bundle) Gift box variety pack containing six 3.5 oz pretzels, six 5.5 oz pretzels, six 7.5 oz pretzels, and one 2 lb bag of pretzel bites. Designed for sharing at gatherings, office meetings, birthday parties, or celebrations.
- Soft Pretzel Baking Kit At-home baking kit containing freshly milled mix, yeast, baking soda, cinnamon & sugar mix, and imported German Pretzel Salt. Makes 8 to 10 small soft pretzels and includes instructions for pizza dough, pretzel bites, pretzel sticks, cheesy sticks, soft pretzel dogs, and monkey bread.
- Amish Cinnamon Roll Baking Kit At-home baking kit for making up to 12 large cinnamon rolls. Includes all dry ingredients and vanilla icing; consumers add water. Designed for easy preparation by all ages.
Quantifiable outcome
- Products remain fresh up to 7-10 days when thawed and up to 18 months when kept frozen
- +1 more outcomes
Companies that use Amish Pretzel Company
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Amish Pretzel Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Amish Pretzel Company partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Martin's Super Markets (SpartanNash)coreSpartanNash-owned Martin's Super Markets distributes Amish Pretzel Company products in the frozen food sections of all their locations across the Midwest. This partnership marks a significant expansion milestone making products more accessible to pretzel enthusiasts in the region.
- Gordon Food ServicecoreGordon Food Service stocks Amish Pretzel Company products on their retail shelves, providing access to foodservice customers and retail shoppers seeking premium frozen pretzels.
- Ben's Soft PretzelscoreBen's Soft Pretzels is a sister company and the parent organization of Amish Pretzel Company. The company was founded in 2008, has over 160 franchise locations in 17 states, and launched the Amish Pretzel Company product line in 2021. Amish Pretzel Co. products are made by Ben's bakers.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Amish Pretzel Company competitors and assessment
Company assessmentBroad incumbents
- Utz Brands: Large U.S. salty-snack manufacturer with a broad portfolio including pretzels, chips, and cheese snacks sold across grocery, club, convenience, and foodservice channels. Relevant as a broader salty-snack incumbent that competes for the same freezer-aisle and snacks-category shelf space.
- Frito-Lay (PepsiCo): PepsiCo's snack division and the largest salty-snack manufacturer in North America, distributing Rold Gold pretzels and other snack brands across virtually every U.S. retail and foodservice channel. Sets the competitive ceiling on shelf, slotting, and marketing spend in the pretzel category.
- J&J Snack Foods: Diversified frozen snacks and beverages company (owner of SuperPretzel, Icee, and other brands) serving retail, foodservice, and concessions nationwide. Comparable as the broad incumbent in the frozen pretzel/snack space with greater scale, broader portfolio, and national account leverage.
Direct peers
- Pretzels Inc. Indiana-based manufacturer of private-label and branded pretzel products for grocery, club, and foodservice customers. Comparable as a U.S. pretzel manufacturer operating across private-label and branded lines, with overlapping retail and foodservice distribution.
- Auntie Anne's: Pretzel-specialty brand under GoTo Foods (formerly Focus Brands) with a large franchised kiosk and foodservice footprint plus packaged retail pretzel products. Comparable as a national pretzel brand with strong consumer recognition, overlapping product positioning, and foodservice/retail exposure.
- Snack Factory Pretzel Crisps: Branded flat pretzel cracker brand (formerly Snyder's-Lance / Campbell) sold in grocery, club, and natural channels. Comparable as a differentiated pretzel-format CPG brand competing for the same pretzel-snack shopper with retail and foodservice distribution.
- Snyder's of Hanover: Iconic U.S. pretzel brand (owned by Campbell Soup Company) producing pretzels, sticks, and sourdough hard pretzels in retail and foodservice. Directly comparable as a national pretzel CPG incumbent with deep grocery distribution and broad product line that Amish Pretzel competes against on shelf.
- Dot's Homestyle Pretzels: Premium seasoned pretzel snack brand (now owned by The Hershey Company) sold in grocery and club stores nationwide. Highly relevant as a premium-positioned pretzel CPG brand that scaled from a regional challenger to a national category leader, mirroring the trajectory Amish Pretzel aspires to.
- SuperPretzel: Brand of J&J Snack Foods producing frozen soft pretzels and pretzel bites sold in retail freezer aisles, foodservice, and concessions. Closest direct competitor in the frozen soft pretzel category with similar distribution model across grocery, foodservice, and fundraising/league channels.
- Milwaukee Pretzel Company: Wisconsin-based manufacturer and supplier of frozen soft pretzels and pretzel products sold through retail, foodservice, and fundraising channels. Directly comparable to Amish Pretzel Company in product (frozen soft pretzels), channels, and target customers; notably, Amish Pretzel's new National Sales Manager Tom Costello joined from this company.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Amish Pretzel Company social profiles
Digital presenceAmish Pretzel Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
Amish Pretzel Company leadership team
Management profileNumber of profiles
Profiles2 records
Amish Pretzel Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Amish Pretzel Company 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 Amish Pretzel Company
What does Amish Pretzel Company do?
Amish Pretzel Company manufactures and sells Amish-inspired, hand-rolled, preservative-free frozen soft pretzels (in multiple sizes and as bites) along with bake-at-home pretzel and cinnamon roll baking kits. Products are distributed through direct-to-consumer e-commerce, wholesale channels to grocers and food service operators, and fundraising programs for schools and community organizations.
Is Amish Pretzel Company a public or private company?
Amish Pretzel Company is a private company. It is classified as corporate owned and is currently operating.
When was Amish Pretzel Company founded?
Amish Pretzel Company was founded in 2021. It employs 11 to 50 people.
Where is Amish Pretzel Company based?
Amish Pretzel Company is headquartered in Elkhart, United States, in the North America region.
How does Amish Pretzel Company make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are wholesale/Bulk Distribution and fundraising Programs.
Who are Amish Pretzel Company's main competitors?
Broad incumbents on record are Utz Brands, Frito-Lay (PepsiCo) and J&J Snack Foods. Direct peers are Pretzels Inc., Auntie Anne's, Snack Factory Pretzel Crisps, Snyder's of Hanover, Dot's Homestyle Pretzels, SuperPretzel and Milwaukee Pretzel Company.
Does Amish Pretzel Company have an API?
No public API is recorded for Amish Pretzel Company.
What industry is Amish Pretzel Company in?
Amish Pretzel Company's product category is Frozen Pretzels. 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 3118 and its SIC code is 2050.