Ditsch USA twists up its portfolio

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Ditsch USA twists up its portfolio

11 Aug 2025

Joanie Spencer

Since 2008, Joanie Spencer has covered the retail and wholesale sides of the baking industry.
Serving associations such as the American Society of Baking (ASB) and BEMA, Joanie is also in demand as an industry presenter on bakery operations and trends. She holds a bachelor’s degree in communication from Rockhurst University and a master’s degree in journalism from the University of Missouri.

When she’s not running or playing soccer, Joanie spends her time with her husband and 11-year-old son.

NEW ORLEANS — When Ditsch USA started up production at its latest facility in Cincinnati, the technology was ready to crank out pretzel twists, the company’s core product. But that was only the beginning.

“We invested in the lines, capacity and technology to create the twist,” said Thorsten Schroeder, president and CEO for the Cincinnati-based company. “But we also have the experience and knowledge that we could take it a step further.”

During the International Dairy-Deli-Bakery Association’s IDDBA conference, held in New Orleans June 1-3, Ditsch unveiled a host of new products that expand on the classic and create new avenues for consumers to experience pretzels, whether at retail or in foodservice establishments.

The company disrupted the category after developing a line of pretzel bites in 2020, but in recent years, Ditsch took the innovation a step further. It developed bites that further reimagine the traditional German staple by creating a distinct scoring design and a puffy, open structure — almost reminiscent of a croissant — that’s friendly for dipping or even filling.

The line extensions revealed at the show are the next stage of category innovation.

“Now we can give our customers, especially in foodservice, new ideas for how they can use pretzels in their menu development,” Schroeder said. “We’re giving them ideas on how to take pretzels from the classic savory version, with beer cheese or mustard, and reimagine it with sweet versions as well. It’s wonderful to discover how versatile this product can be.”

“We are the expert in the pretzel category, we have perfected our core product, and now we are going beyond the twist.”— Thorsten Schroeder | president and CEO | Ditsch USA

During IDDBA, Ditsch demonstrated new flavor varieties for the bites, ranging from savory cheddar to a sweet gingerbread, along with different pairings such as strawberries, chocolates and s’mores.

“The bites still have the same appearance and the same core ingredients,” Schroeder said. “But now we can enhance the dough with new flavors, so a bite can have a different taste and smell to create a whole new type of product that’s made in the same way.”

Just as with the core products, all the new items are non-GMO and vegan.

But even beyond flavor development, Ditsch is also innovating with new pretzel shapes.

“That’s not just because different shapes look nice and have interesting presentation,” Schroeder said. “It’s also because each shape has a different use case and operates as a specific carrier, depending on the menu item.”

For example, Ditsch has launched a “panini” line, which features a square pretzel with an open, puffy structure ideal for creating sandwiches. Additionally, the “swirl” pretzel is reminiscent of a cinnamon roll in its shape and appearance. It’s available in a variety of flavors that can be baked into the layers, creating a multi-faceted eating experience.

Schroeder sees the product development as a “matrix,” something that can fit a plethora of consumer needs and menu development ideas.

“We can ideate with our customers and play with new ideas,” he said. “If they want to take one of the new shapes and make it a little sweeter, we can create that type of carrier for them. There are any number of things we can create together.”

What’s more, the new products displayed at IDDBA are tried and proven on the company’s production lines in its two Cincinnati manufacturing facilities.

As a century-old brand producing a time-honored product, Ditsch — a German company itself — is not afraid to innovate on tradition. It’s about respecting the foundation of the core product and delivering it to a broader user base in all new ways.

“We have a pretzel based on a 100-year-old story,” Schroeder said. “This is the new Ditsch world. We are the expert in the pretzel category, we have perfected our core product, and now we are going beyond the twist.”

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