Amish Pretzel Company

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.

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

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

• Frozen soft pretzels
• Bake-at-home kits
• Allergen-free snacks
• Fundraising snacks
• Wholesale frozen bakery

Headquarters

HQ city

Elkhart

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core 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

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Martin's Super Markets (SpartanNash)coreChannel Partner/ Reseller/ Distributor · 1 December 2024SpartanNash-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 ServicecoreChannel Partner/ Reseller/ DistributorGordon 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 PretzelscoreStrategic or Co-development PartnerBen'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

Broad 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

• Facebookfacebook.com/AmishPretzel
• Instagraminstagram.com/amishpretzelco
• LinkedInlinkedin.com/company/amishpretzelco

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amish Pretzel Company