A US snack brand based on the classic pretzel has made its UK debut.
Pressels - baked pretzels pressed flat and flavoured with herbs, spices and seeds - is being rolled into Waitrose this week in three variants: Original, Sesame and a mixed ‘Everything’ option flavoured with garlic, black caraway, sesame and onion (rsp: £1.99/175g).
Positioned as a healthier alternative to crisps, Pressels is marketed as containing up to 80% less fat than normal potato crisps. It was also free from additives, artificial flavours and preservatives, said Gilad Zilberberg, founder of owner Dream Pretzels.
Zilberberg, who set up the business in 2012, to “develop the stagnant pretzel market by introducing real innovation,” said the decision to launch in the UK followed the brand’s successful launch in the US last year. “I hadn’t been impressed with the new products I’d seen coming onto the market in the previous years and wanted to create a snack with a real difference,” he said. The brand would tap into Brits’ hunger for convenient, healthy snacks, added Zilberberg.
The UK launch is being supported by press and online activity.