The Launch

CRISP POWER is extending its Protein Pretzels line with a Honey Mustard variety, its eighth flavor since entering the U.S. market in 2024, as the brand simultaneously brings a $15 million domestic manufacturing facility online in Stafford, Texas. The dual announcement signals an accelerating push into the protein salty-snack segment at a moment when functional snacking demand is reshaping retail shelf sets across grocery and specialty channels.

Each 1.75-oz single-serve bag delivers 26 grams of protein, 10 grams of fiber, and 6 grams of net carbs at 210 calories, with zero added sugar and no artificial flavors. The nutritional architecture mirrors the brand's existing lineup — which tops out at 28 grams of protein per bag — but in a savory sweet-meets-tangy profile designed to widen CRISP POWER's appeal beyond consumers who favor its Cheddar, Everything, and Sea Salt variants.

The Facility Investment

The Stafford, Texas plant transitions CRISP POWER from overseas production to fully domestic manufacturing, a move the company says shortens supply chains and expands capacity in line with what it describes as triple-digit year-over-year volume growth. The $15 million capital commitment is a notable sum for an emerging brand and underscores investor confidence in the high-protein snack category's durability. Domestic production also gives the brand greater flexibility to respond to retailer velocity requirements — a critical factor as it targets shelf placement beyond its current distribution in The Vitamin Shoppe and Amazon.

"We built CRISP POWER to compete directly with traditional crunchy, salty snacks, but with dramatically higher protein and fiber," said Gilad Zilberberg, Founder and Chief Executive Officer of CRISP POWER. "Honey Mustard continues that mission by delivering a bold flavor in a format that supports modern eating habits."

Market Context

The launch lands squarely in two converging macro trends reshaping the better-for-you snack category: sustained protein demand across demographics and the growing influence of GLP-1 medications on consumer purchasing behavior. Shoppers on or adjacent to GLP-1 therapies increasingly seek high-protein, high-fiber, low-calorie options that support satiety without sacrificing texture or taste — attributes that baked pretzel formats can deliver more readily than bars or shakes.

The competitive landscape in protein salty snacks has grown crowded, with established players and venture-backed entrants all competing for space in the functional snacking aisle. CRISP POWER's differentiation rests on format — a circular baked pretzel rather than a chip, bar, or puff — and macro density. Distribution for Honey Mustard will span direct-to-consumer, Shopify, Amazon, The Vitamin Shoppe, and TikTok Shop, reflecting an omnichannel strategy weighted toward channels where nutritional storytelling resonates most directly with target buyers.

For trade partners and category managers, the Stafford facility reduces lead times and potentially lowers landed cost per unit, factors that improve the brand's ability to price competitively or invest in promotional depth as it pursues broader retail distribution.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.