A domestic manufacturing pivot and a new flavor launch are arriving simultaneously at CRISP POWER, the plant-based protein pretzel brand that entered the U.S. market in 2024. The company has commissioned a $15 million production facility in Stafford, Texas, ending its reliance on overseas manufacturing and expanding capacity to meet what it describes as triple-digit year-over-year growth. Coinciding with that operational milestone, CRISP POWER is introducing Honey Mustard Protein Pretzels, a sweet-savory SKU targeting the fast-growing better-for-you salty snack segment.
Formulation & Nutrition Profile
The Honey Mustard variety ships in 1.75 oz single-serve bags and delivers 26 grams of protein, 10 grams of fiber, and 6 grams of net carbs at 210 calories per bag. The product contains 0g added sugar and no artificial flavors, positioning it within the clean-label, macro-conscious snack corridor that has drawn increased attention from specialty, natural, and sports nutrition retail buyers. The pretzel format is baked, not extruded, and the brand's plant-based formulation means the protein system avoids dairy or egg sources — relevant for formulators and co-manufacturers working on allergen-managed SKUs.
Gilad Zilberberg, Founder and CEO of CRISP POWER, framed the flavor strategy around format differentiation: "We built CRISP POWER to compete directly with traditional crunchy, salty snacks, but with dramatically higher protein and fiber. Honey Mustard continues that mission by delivering a bold flavor in a format that supports modern eating habits." The Honey Mustard SKU joins Cheddar, Flamin' Crunch, Cinnamon Crunch, Everything, Sea Salt, and Sesame in the lineup, with additional innovation planned.
Supply Chain & Capacity Context
The Stafford, Texas facility is the more commercially significant development for supply chain operators watching the brand's trajectory. Transitioning from offshore production to fully domestic manufacturing reduces lead times, simplifies COA and specification sheet management for retail partners, and gives the brand tighter control over moisture content, bulk density, and shelf life consistency — variables that matter when scaling across conventional grocery, club, and specialty channels. The $15 million capital commitment also signals the kind of infrastructure investment that typically precedes broader foodservice or contract manufacturing conversations.
Distribution for the Honey Mustard launch will initially run through direct-to-consumer, Amazon, Shopify, The Vitamin Shoppe, and TikTok Shop, with the Texas hub intended to support faster replenishment as retail velocity builds. The brand's positioning squarely targets consumers managing macronutrient balance and satiety — a demand signal reinforced by growing interest in high-protein, low-net-carb formats among GLP-1 medication users, a cohort that several functional ingredient suppliers have begun addressing directly in their application development programs.
Market Positioning
The protein salty snack category has seen sustained formulation activity as brands look to move beyond bars and shakes into texture-forward, savory formats. CRISP POWER's pretzel chassis offers a familiar consumer entry point while allowing the brand to lead on protein density — a formulation trade-off that has historically been difficult to execute in baked snacks without compromising crunch or adding significant fat. For ingredient buyers and protein supply partners, the brand's scale-up trajectory is worth monitoring as the domestic facility comes online and minimum order quantities stabilize. Coverage of adjacent plant-protein format innovation is ongoing at Food & Beverage Magazine.
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.
