In an exciting development for snack enthusiasts, King’s Hawaiian® has officially launched its new Original Hawaiian Sweet Soft Pretzel Bites, further expanding its renowned product line that has delighted consumers for nearly 75 years. According to Raouf Moussa, Vice President of Sales and Omnichannel Marketing at Irresistible Foods Group, data from test markets prior to the national launch showed positive results, instilling confidence that these bites will resonate with families across the United States.

With the snack food market valued at $109 billion in the U.S., as highlighted in the 2023 Mintel Snack Foods U.S. Report, the timing of this launch is strategic. Both Millennial and Gen Z consumers are reported to snack multiple times throughout the day, illustrating a growing demand for convenient and flavorful snack options. The new Pretzel Bites cater to this trend by combining the soft, sweet texture fans associate with King’s Hawaiian products alongside a savory pretzel taste, thereby packing double the appeal.

Retailers are responding positively to the introduction of Pretzel Bites. The product drives increased basket rings—a term used to highlight the total value of purchases—alongside a high repeat purchase rate, thus marking it as a desirable addition to deli and bakery departments. After extensive testing, the results indicated strong velocity in sales, affirming the product’s potential to generate significant revenue for grocery retailers.

One of the standout features of these Pretzel Bites is their unique blend of convenience, shareability, and versatility. They come pre-salted and are crafted to allow consumers to enjoy them straight from the container or paired with a favorite sauce, whether sweet or savory. This adaptability positions Pretzel Bites as an ideal snack for diverse occasions, such as casual gatherings, sporting events, or just a quick and satisfying meal.

To support the launch, King’s Hawaiian has cultivated an extensive marketing and media strategy. This includes executing in-store sampling events, which will allow shoppers to directly engage with the product while boosting trial rates. In a competitive marketplace, such sampling strategies can lead to increased brand loyalty and consumer retention. Additionally, the excitement surrounding Pretzel Bites will be complemented by public relations initiatives and foodservice partnerships, which are crucial in creating brand awareness and fostering consumer interest.

The company plans to maintain momentum through a Sampling Tour that runs from August to Spring 2025. This initiative will see Pretzel Bites showcased at high-visibility events across the country, including NASCAR® races, football tailgates, and regional festivals in major markets. Such strategic placement not only targets enthusiastic snackers but also aligns the product with culturally significant experiences, enhancing its positioning in the market.

Available now at national and regional retailers, the Original Hawaiian Sweet Soft Pretzel Bites come in a 10.2-ounce package, priced between $7.99 and $8.99. This pricing strategy places the product within a reasonable bracket for consumers seeking quality snacks, while also providing retailers with a solid profit margin.

The launch of King’s Hawaiian Pretzel Bites signals a thoughtful expansion into the snacking category. The product not only leverages an established brand reputation but also responds to consumer demand for unique, delicious, and versatile snack options. As it rolls out to retail locations nationwide, it is positioned to capture the attention of snack lovers eager for something new, all while promising to maintain the beloved qualities that King’s Hawaiian is known for.

In conclusion, the introduction of King’s Hawaiian Original Hawaiian Sweet Soft Pretzel Bites exemplifies how food brands can innovate and adapt in a dynamic marketplace. The combination of a beloved flavor profile with a fresh presentation meets a growing consumer appetite for snacks that deliver both satisfaction and excitement. Retailers and consumers alike are likely to find this addition a win-win in the evolving snacking landscape.