The biggest pretzel brand in the US is making a push into supermarkets later this year.

Snyder's of Hanover currently has limited UK distribution and will make its mass-market debut with the rollout of Pretzel Pieces, made from large pretzels baked and broken into ­bite-sized chunks.

The range comes in six flavours including Hot Buffalo Wing, Jalapeño and Sea Salt & Black Pepper (rsp: £1.29 to £1.39 for a 125g sharing bag) and has been a hit in pubs since distributor GFT secured exclusive UK rights eight months ago, according to sales and marketing director Simon Roberts. "We haven't yet made a real push into grocery but have been building awareness though the on-trade," he said, adding that he hoped to secure a retail listing by September.

The brand, which holds a 38% share of the $763m US pretzel market [Mintel 52w/e 26 December 2010], enters the UK at a period of strong growth for the pretzel market, which has leapt 14% by value and 7% by volume over the past year [Kantar Worldpanel 52w/e 15 May 2011].

It will face competition from own-label offerings and the brand Penn State, which claims to have been the first company to produce pretzels in the UK.

The Intersnack brand recently ­extended its pretzel range with the rollout of a Worcester Sauce variant in Asda (rsp: 60p/30g and £1.29/175g), and will be launching spicy tomato & chorizo and gammon & mustard flavours (rsp: £1.29/175g) later this year. It will also be expanding its sweet range with half-coated milk chocolate pretzels in October (rsp: £2.49/100g).