Dollar sales in the pretzel category reached $2.9 billion in the 52 weeks ended March 22, up 3.6% from the prior year, while unit sales rose 1.2%, according to market research firm Circana. The growth is being fueled by flavor innovation across the category, with companies moving away from basic salty offerings.
Hershey leads with bold new flavors
Dot's Homestyle Pretzels, a Hershey subsidiary, posted $625.68 million in dollar sales over the 52-week period, up 17% year over year, with unit sales jumping 19%. The brand launched buffalo-flavored seasoned twists as a permanent product in September 2025. "Today's snackers want more than basic chips and pretzels," said Natalie Perera, senior director of pretzels at Hershey, adding that the new bold buffalo flavor was "perfectly timed for football season."
Hershey also entered the filled pretzel space in April 2025 with Reese's filled pretzels, which combine crunchy pretzels with a thick peanut butter filling. The company's overall pretzel category dollar sales totaled $46.61 million for the 52-week period, 546% higher than a year ago, with unit sales jumping 612%.
Utz focuses on protein positioning
Utz Brands reported $201.59 million in pretzel dollar sales for the 52-week period, an increase of 3.6% year over year, with unit sales rising 2.4%. At the Natural Products Expo West in early March 2026, Utz unveiled three protein pretzel flavors: sea salt (10 grams of protein per serving), honey mustard (8 grams), and cheddar (8 grams). The company framed these as "a protein twist on favorite salty snack classics."
Campbell launches Goldfish pretzels
The Campbell's Co. brought its Goldfish brand into the pretzel aisle for the first time with seasoned pretzel products launched in January. The initial flavors were honey mustard and hot buffalo. Mike Fanelli, senior director of Goldfish, said the company was "bringing new flavors and formats for the whole family in ways that only Goldfish can."
Smaller and emerging players enter the fray
Quinn Snacks, a Boulder-based company, launched filled pretzel sticks in February offering peanut butter and honey inside a crunchy, golden-baked pretzel. The product contains 3 grams of protein per serving and is gluten-free, dairy-free, non-GMO, corn-free and soy-free. Quinn rolled out the pretzels to Costco locations in the Northeast for a limited time.
Meir Bagel, an Israel-based company, added three new savory flavors to its Crisp Power Protein Pretzels lineup in March: cheddar, Flamin' Crunch and cinnamon crunch. Each variety contains up to 28 grams of protein, 10 grams of fiber and 6 grams of net carbs and is vegan. The products are available in the United States through Amazon, Costco, Wegmans, Hy-Vee and The Vitamin Shoppe.