The protein pretzel brand’s first national campaign arrives as nutrition-conscious shoppers increasingly seek familiar snacks that balance convenience, taste and macronutrient goals.
CRISP POWER is launching its first national advertising campaign as the protein trend moves deeper into categories traditionally defined more by indulgence than nutrition. Called “The Well-Rounded Snack,” the campaign promotes the company’s six-flavor protein pretzel range and reflects a broader shift in how some consumers approach snacking, with greater attention to protein, carbohydrates, fiber and ingredient labels alongside familiar considerations such as taste.
The campaign arrives as CRISP POWER expands its physical and digital distribution. The brand says its products are now sold in more than 3,000 retail locations nationwide, including Costco, Meijer, Wegmans, Hy-Vee, H-E-B and The Vitamin Shoppe, alongside online channels such as Amazon and TikTok Shop. Its lineup includes Everything, Sea Salt, Sesame, Cinnamon Crunch, Cheddar and Flamin’ Crunch, with individual 1.75-ounce bags offering up to 28 grams of protein, 10 grams of fiber and 6 grams of net carbohydrates.
Rather than presenting protein as something confined to shakes, bars or explicitly fitness-oriented products, CRISP POWER is positioning it within a recognizable savory snack format. That approach speaks to an increasingly crowded functional-food market in which brands are attempting to preserve the convenience and sensory appeal of conventional snacks while offering nutritional attributes that consumers can incorporate into specific eating goals.
The national push also follows a significant change in CRISP POWER’s manufacturing strategy. Earlier this year, the company opened a $15 million production facility in Stafford, Texas, its first domestic manufacturing hub, moving away from an import-based model as retail demand increased. The brand, which entered the U.S. market in 2024, reports triple-digit year-over-year growth, although the release does not provide underlying sales figures.
For CRISP POWER, the advertising campaign is therefore as much about building awareness around a growing retail footprint as it is about promoting protein. Its expansion illustrates how functional nutrition is becoming embedded in mainstream snack categories, where nutritional specifications alone may not be enough to distinguish products. As more brands compete around protein and other measurable attributes, the harder challenge will be convincing shoppers that those benefits can coexist with the taste, texture and familiarity that make snacks appealing in the first place.
