MT. LAUREL, NJ — J&J Snack Foods’ Superpretzel is getting a modern refresh. The soft pretzel that’s been in the freezer aisle for more than 50 years will now be available in two protein-forward formats, designed to meet evolving snack habits while keeping the classic taste consumers are familiar with.
According to the company, 60% of frozen snack consumers now prioritize protein in their purchase decisions, and J&J Snack Foods is expanding its portfolio with options that provide enhanced nutrition without sacrificing the signature format.
“Protein has become part of everyday eating for many families, including snacking,” said Lynwood Mallard, chief marketing officer at J&J Snack Foods. “We wanted to add the benefit of protein to a pretzel that people already know and love, without changing what makes it a Superpretzel.”
The launch includes the brand’s Protein Soft Pretzels and Mini Soft Protein Pretzels, delivering 7 to 10 grams of plant-based protein per serving, with an SRP range of $4.29-$5.99. The minis are available in a resealable, 10.5-ounce stand-up bag, while the larger pretzels come in a 4-count box.
The new products are among the first protein-forward frozen soft pretzels, broadening the brand’s market presence in the functional food space. The Protein Soft Pretzels and Mini Soft Protein Pretzels will hit the frozen snack aisle at select retailers nationwide March 1.
