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).