Building a modern snack giant

Pretzel Crisps was developed by entrepreneurs who had made a crisp, healthier version of pretzels with creative seasonings. But the proposition wasn’t quite clear enough—retailers weren’t sure where to shelve it, and the brand wasn’t sure where to go next. After a new round of investment in 2010, Pretzel Crisps wanted to better understand its growth target, clarify its positioning, and step up its visual system.

Consumer research clearly evidenced that the product was a winner. Pretzel Crisps gave adults the culinary toppings they wanted, plus a healthy, crisp finish that felt lighter than other snacks—and all in the form of a nostalgic snack that consumers loved, but ate less often because the category felt bland.

from classic pretzel
to modern twist on snacking classic

We created a new positioning and product architecture, a new tagline the brand still uses today (Rethink Your Pretzel), and innovation guardrails to prioritize and revisit the innovation pipeline. The positioning was brought to life through a new pack design that elevated the modernity and culinary sophistication of the brand.

This repositioning opened the door to new retailers, and the brand soon became a leading impulse-purchase in adult snacks. Pretzel Crisps was then successfully divested to a strategic acquirer.

What we did: Consumer Insights, Brand Positioning, Brand Architecture, Innovation Strategy/Visioning