For 75 years, King’s Hawaiian has been synonymous with delight, bringing soft and sweet Hawaiian bread, buns, and rolls to tables across the nation. This family-owned company has now stepped into the spotlight of the snack category with its recent launch of Original Hawaiian Sweet Soft Pretzel Bites. This move signifies a pivotal extension for the brand, aimed at capturing the growing snack market and appealing to both consumers and retailers alike.
The journey to bring these Pretzel Bites to market spanned nearly three years, a timeframe that reflects King’s Hawaiian’s commitment to excellence. The extensive research and testing phase indicates their determination to craft a product that resonates well with a wide audience. Early sales outcomes have illustrated that this product is not just filling a void; it is poised to transform shopping behaviors in grocery stores.
According to early performance metrics, stores are eagerly placing these Soft Pretzel Bites in high-visibility locations. Retailers are pairing them with complementary products like cheese dips and craft beer, maximizing their appeal in bundled offerings. This strategic placement has led to a compelling increase in the average spend per trip, which has risen by about 16%. This statistic presents a tremendous opportunity for retailer partners, particularly in the bakery and deli segments.
A crucial aspect of this launch is its ability to attract new customers. Nearly 50% of buyers of the Pretzel Bites have not previously purchased any King’s Hawaiian products, reflecting an effective outreach strategy. What’s more, many of these shoppers are also newcomers to the soft-pretzel category, suggesting a successfully opened niche for the brand. This data establishes King’s Hawaiian as a formidable player in the snack market.
Raouf Moussa, CMO at King’s Hawaiian, has shared insights into the early momentum of Pretzel Bites, emphasizing their robust repeat purchase rate aided by sustained trial-driving initiatives. The company is gearing up for heightened promotional activities, particularly as the holiday season approaches and culminating with events like the Super Bowl. With advertising campaigns featuring sports icons Peyton and Eli Manning, King’s Hawaiian is bridging classic snacks with popular culture, offering a dual marketing strategy that is hard to overlook.
In addition to TV commercials, a comprehensive national sampling tour is underway to provide consumers with firsthand experience of the new Pretzel Bites. This omnichannel approach not only builds brand awareness but also encourages trial and repetition—a key driver in the retail environment. Initial velocities for the Pretzel Bites reportedly exceed those of closest competitors in the category by two to three times, a promising early indicator of long-term viability and market demand.
The strategic price point of the 10.2-ounce package—ranging from $7.99 to $8.99—positions the bites competitively within the market. Retailers across both national and regional outlets are already stocking up as they recognize the potential for higher sales volumes and increased customer satisfaction. Complementary partnerships with other popular brands are also anticipated, offering easy and delicious snacking solutions that further elevate the consumer experience.
In conclusion, the launch of King’s Hawaiian Soft Pretzel Bites represents a significant milestone for the brand, expanding its legacy beyond bread products into the dynamic snacks sector. With promising sales metrics, effective marketing strategies, and strong retailer support, these Pretzel Bites are on track to become a household favorite. As they pair seamlessly with game-day festivities and casual snacking, consumers and retailers alike will certainly find them hard to resist.