CRISP POWER Protein Pretzels fired its first national advertising salvo on July 21, launching a two-spot campaign titled "The Well-Rounded Snack" across major media as the brand sits in more than 3,000 retail doors and reports triple-digit year-over-year revenue growth since entering the U.S. market in 2024.

The campaign showcases the brand's full six-SKU lineup — Everything, Sea Salt, Sesame, Cinnamon Crunch, Cheddar, and Flamin' Crunch — with a second creative spot scheduled to air July 28. Distribution spans Meijer, Costco, Wegmans, Hy-Vee, H-E-B, Market Basket, Raley's, and The Vitamin Shoppe, with additional velocity reported on Amazon and TikTok Shop.

The Manufacturing Bet

The campaign is backed by a significant capital commitment. Earlier in 2026, CRISP POWER opened a $15 million production facility in Stafford, Texas — its first domestic manufacturing hub — transitioning away from an import-dependent model to meet accelerating retailer replenishment rates. The move is a meaningful operational shift for an emerging brand: domestic capacity gives the company tighter inventory control and shorter lead times as it pushes deeper into mainstream grocery.

Gilad Zilberberg, Founder and CEO of CRISP POWER, framed the timing around a structural shift in the snack aisle. "Protein has fundamentally changed the way people shop the snack aisle, but consumers are proving they won't sacrifice taste to get it," he said. "This campaign is about introducing more people to a product consumers are already choosing again and again."

Why the Category Timing Matters

The launch lands as protein-forward snacking moves from specialty-channel phenomenon to mainstream grocery priority. Macro-conscious eating patterns — including those shaped by growing GLP-1 medication adoption — are accelerating consumer demand for high-protein, low-net-carb formats in traditional salty-snack adjacencies. Analysts tracking the better-for-you snack segment have flagged the pretzel format as an underpenetrated vehicle for functional positioning, given its mainstream flavor appeal and established shelf placement in grocery and club channels.

CRISP POWER's product specs position it squarely in that white space: each 1.75 oz. bag delivers up to 28 grams of protein, 10 grams of fiber, and 6 grams of net carbs. The brand is a 2026 NEXTY Award finalist for Best Functional Food or Beverage and received a placement on Men's Health's 2026 Best Foods for Men list — third-party validators that can accelerate buyer conversations at retailers still evaluating shelf resets.

Yemeni Mesa, President and COO, described the campaign's consumer insight as grounded in a universal grocery moment. "The strongest brands don't ask consumers to change what they love — they make what they already love work harder for them," Mesa said. "CRISP POWER is proof you don't have to make that trade-off anymore."

For retail buyers and category managers, the national media investment signals that CRISP POWER is moving beyond grass-roots velocity plays and into brand-pull territory — a threshold that typically supports requests for expanded shelf space and secondary placement. The brand's omnichannel footprint, combining regional grocery, club, specialty wellness retail, and direct-to-consumer channels, also gives it unusual resilience for a brand of its size. Coverage of broader protein snack category trends and the functional food retail landscape offers additional context on where the segment is heading.

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.