CAMDEN, NJ — Snack Factory, a Campbell Snacks brand known for its line of multi-flavored pretzel crisps, has announced the upcoming launch of Pop’ums, the newest snacking innovation that combines the texture of popcorn and crunch of pretzels in one bite-sized crisp.

Established in 2004, Snack Factory has since expanded its product portfolio of classic pretzels with sweet and savory offerings, including Pretzel Crisps Bites, indulgent Drizzlers and Gluten-Free Pretzel Crisps.

“Snack Factory forever changed snacking with the debut of Pretzel Crisps 20 years ago,” said Janda Lukin, senior VP and chief marketing officer of Campbell Snacks. “With Pop’ums, we are rethinking what a pretzel can be once again with a snacking experience unlike any other: combining the crunchy baked goodness of pretzels with the light, flavorful munchability of popcorn to create an irresistibly delicious snack.”

The new snack will be offered in three flavors — Golden Mustard BBQ, Sea Salt and White Cheddar — and starting in January, Pop’ums will be sold online and at retailers nationwide for an SRP of $5.49 per 9-ounce bag. 

Packaged in a premium resealable bag for on-the-go snacking, the snack is equipped to expand the brand further into the salty snack category, which SNAC International’s 2024 State of the Industry Report values at $30 billion.