The Pretzel Group launches protein-packed TWYSTS pretzels

The Pretzel Group has launched TWYSTS Protein+, a non-GMO, seasoned pretzel line with 7 grams of protein per serving and five flavors. The rollout targets better-for-you snack shoppers and gives retailers a new shelf-ready option across convenience, grocery, and e-commerce.

Why it matters: - TWYSTS Protein+ targets the fast-growing better-for-you snack aisle, where shoppers want more protein without giving up flavor. - The line is designed to compete in both the savory snack set and the protein snack set, giving retailers another option for basket expansion and repeat purchases. - The Pretzel Group is positioning the brand as a functional snack that can work for post-workout, between-meal, and kid-friendly occasions.

What happened: - The Pretzel Group launched TWYSTS Protein+, a new line of boldly seasoned pretzel twists. - The product line is non-GMO and delivers 7 grams of protein per serving. - The launch includes five flavors: Original Recipe, Twisted Heat, Dill Pickle, All Dressed, and Honey Mustard. - TWYSTS is available now in two bag sizes: a 16 oz. bag and a 5 oz. bag. - The company is scaling distribution across convenience, grocery, and other retail channels nationwide.

The details: - TWYSTS is kosher-certified and free from artificial flavors and colors. - The pretzels are baked, not fried, contain zero trans fat, and qualify as a low-cholesterol food. - The snacks are crafted in the USA with thoughtfully sourced ingredients. - TWYSTS uses high-quality dairy protein, which the company says helps avoid the earthy or chalky notes that can come from legume- or plant-based proteins. - The 16 oz. bag is aimed at family purchases across grocery, mass, and e-commerce channels. - The 5 oz. bag is designed for grab-and-go convenience occasions. - Merchandising units are also available to support trial and incremental sales. - The company says new packaging sizes, formats, and flavor-forward recipes are already in development. - The brand website is available here: More information

Between the lines: - The launch shows how snack brands are blending indulgence and nutrition to win space in crowded retail sets. - Premium seasoning and protein are being used together as a way to stand apart from legacy pretzels and from plant-protein snacks. - The retailer pitch is straightforward: bold flavors and a clean-label profile may help drive trial in natural sets, endcaps, and center-store snack resets.

What's next: - The Pretzel Group plans to keep expanding TWYSTS distribution across more retail channels. - Additional packaging sizes and flavor formats are in development as the company builds out the platform. - Retailers will likely test the line in multiple merchandising locations as the brand seeks faster velocity and broader shelf presence.