Jason Cohen, a veteran in the snack industry, has had a successful entrepreneurial journey spanning nearly 25 years. From cofounding Mamma Says Biscotti and Sensible Portions Veggie Straws to selling viral popcorn company SkinnyPop to Hershey for $1.6 billion, Cohen has had several notable exits. After closing his investing platform, Halen Brands, in 2022, Cohen teamed up with his former business partner Samuel Kestenbaum to launch a new brand, Pretzelized, under 7 Mile Brands. This new brand aims to reinvent the snack aisle by combining pretzels with America’s favorite snacks, such as crackers and pita chips.
Pretzelized’s 6.5-ounce pretzel crackers and 7-ounce pretzel pita chips come in a variety of flavors and are now available nationwide at retailers like Whole Foods, Shop Rite, and Kroger. Despite the popularity of pretzels, traditional players in the industry have experienced a surge in sales, prompting Cohen and Kestenbaum to innovate and disrupt the market with their unique pretzel creations. With data showing an increase in pretzel purchases by U.S. shoppers, Pretzelized is well-positioned to capitalize on this trend and offer consumers new and exciting snack options.
One of the key challenges faced by Cohen and Kestenbaum was finding co-packers who could produce their pretzelized crackers and pita chips. Traditional manufacturing facilities typically produce pretzels and other baked goods separately, requiring significant capital and restructuring to create the new snack formats. However, after partnering with an equipment supplier and developing a custom, proprietary process to manufacture their products, Pretzelized was able to overcome this hurdle and receive positive feedback from retail buyers.
Thanks to their proven track record of scaling and exiting consumer packaged goods businesses, Cohen and Kestenbaum were able to raise $10 million during Pretzelized’s pre-conceptual stage from industry veterans, executives, and investors. With a team of high-level executives and industry veterans on board, Pretzelized aims to capitalize on its successful retail strategy, focusing on interactions within brick-and-mortar stores. By providing sample bags to retailers for in-store sampling and engaging with deli teams to promote their products, Pretzelized aims to create a unique and interactive shopping experience for consumers while driving impulse purchases.
Pretzelized’s unique manufacturing process and innovative approach to product development set it apart from traditional pretzel snacks in the market. With a focus on retail interaction and strategic partnerships with major retailers, Pretzelized is well-positioned for success in the snack industry. As consumers continue to seek new and innovative snack options, Pretzelized offers a fresh take on pretzels by combining them with popular snack formats, catering to changing consumer preferences and driving growth in the competitive snack market.
