The campaign, which rolls out across national media starting July 21, highlights the brand’s six-SKU lineup, including its signature Everything pretzel. According to Gilad Zilberberg, founder and CEO, the company is capitalizing on a clear market shift where shoppers demand functional benefits without sacrificing the traditional snacking experience. The brand currently maintains a footprint in over 3,000 retail locations, including Costco, Wegmans, and H-E-B, alongside a robust digital presence on Amazon and TikTok Shop.

This marketing push follows a period of rapid infrastructure growth for the Hauppauge-based company. Earlier this year, CRISP POWER opened a $15 million production facility in Stafford, Texas, transitioning from an import model to domestic manufacturing to keep pace with triple-digit year-over-year growth. With products boasting up to 28g of protein and 10g of fiber per bag, the brand is positioning itself as a direct competitor to traditional salty snacks, targeting both fitness enthusiasts and macro-conscious consumers. President and COO Yemeni Mesa noted that the campaign focuses on the universal experience of choosing between health and taste, aiming to position their pretzels as a solution that bridges that divide.