THE CHALLENGE: Pretzel Crisps had a small but loyal consumer base but new users and retailers were confused about its role and positioning

THE SOLUTION: Consumer research helped us identify a unique white space for Pretzel Crisps at the intersection between health and taste. However we needed to shed the baggage of pretzels as a category as a bland type of snacks. We flipped the liability into a strength and brought out the nostalgia and health halo of pretzels, which we combined with the unique culinary flavor profile of Pretzel Crisps to invite consumers and retailers to 'rethink their pretzel'