Crisp Power Protein Pretzels broke ground on a $15 million production facility in Stafford, Texas, the company announced Sunday, marking the brand's largest single capital commitment in the United States and a strategic pivot away from its legacy import-based supply model.
The Hauppauge, New York-based brand said the plant will serve as its primary domestic manufacturing hub, though it did not disclose projected output capacity, headcount figures, or a targeted production start date. The $15 million outlay represents the entirety of the brand's U.S. infrastructure investment disclosed to date.
The decision to onshore production reflects mounting pressure across the better-for-you snack segment, where import-reliant supply chains have faced rising freight costs, tariff exposure, and lead-time volatility since 2023. Brands operating in the high-protein snack category have increasingly cited domestic manufacturing as a prerequisite for securing shelf space at major national and regional retailers, which typically require more predictable replenishment cycles than overseas production allows.
Crisp Power, which markets its pretzels as the "most well-rounded snack in the protein aisle," competes in a crowded functional-snack corridor that has attracted significant venture and strategic capital over the past 24 months. The company did not specify which retail partners or distribution channels are driving the capacity investment, nor did it provide revenue figures or guidance. However, the scale of the commitment signals the brand is positioning for a national footprint rather than a regional or e-commerce-first rollout.
The Stafford location offers logistical advantages — proximity to the Port of Houston for raw-material inbound flows and access to major interstate corridors serving both coasts. Analysts covering the snack food supply-chain landscape have noted that Texas has emerged as a preferred manufacturing destination for mid-market CPG brands seeking to balance labor costs with distribution reach.
Crisp Power did not provide a spokesperson quote in the release, nor did it outline a financing structure for the facility. No timeline for full operational capacity was disclosed.
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.