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US snack brand Crisp Power is expanding its Protein Pretzels range with the launch of Honey Mustard, combining a sweet and tangy flavour profile with a high-protein, high-fibre format.
Designed as an alternative to conventional sweet protein snacks, the new pretzels pair honey mustard seasoning with the brand's baked, crunchy texture. The launch targets consumers looking for familiar savoury snacks with an enhanced nutritional profile.
Each 1.75oz (50g) bag contains 26g of protein and 10g of fibre, with 6g of net carbohydrates and 210 calories per serving. The product contains no added sugar and no artificial flavours.
Gilad Zilberberg, founder and CEO of Crisp Power, said: “[We] built Crisp Power to compete directly with traditional crunchy, salty snacks, but with dramatically higher protein and fibre. Honey Mustard continues that mission by delivering a bold flavour in a format that supports modern eating habits.”
The launch comes as protein continues to feature prominently in snack innovation, with consumers increasingly seeking products that combine convenience with satiety and macronutrient benefits.
Crisp Power positions its pretzels as a savoury alternative to protein bars and shakes, targeting consumers seeking high-protein and high-fibre snacks in a familiar crunchy format. The brand also points to changing snacking habits among consumers using GLP-1 medications as a factor driving interest in more substantial snack options.
The Honey Mustard launch follows Crisp Power's opening of a $15 million manufacturing facility in Stafford, Texas.
The new site marks a move from overseas production to domestic US manufacturing, with the company stating that the facility will increase production capacity, shorten supply chains and allow it to respond more quickly to demand.
The investment follows what Crisp Power describes as triple-digit year-on-year growth since entering the US market in 2024, alongside an expanding retail distribution network.
Honey Mustard joins an existing portfolio of Protein Pretzel flavours including Cheddar, Flamin' Crunch, Cinnamon Crunch, Everything, Sea Salt and Sesame.
The new flavour will be sold in 1.75oz single-serve bags, with distribution planned through Crisp Power's direct-to-consumer channels, Shopify, The Vitamin Shoppe, Amazon and TikTok Shop.
