Crisp Power opens U.S. pretzel plant in Stafford

Manufacturing in Texas

Crisp Power has opened its first U.S. manufacturing facility in Stafford, Texas, following a $15 million investment. The protein-pretzel plant is operational. Previously, the brand imported its products from Israel, where they were manufactured by Meir Bagel, a bakery acquired by founder and chief executive Gilad Zilberberg in 2000.

The company’s U.S. expansion began in 2024. Its initial sales developed through direct-to-consumer distribution, Amazon and TikTok Shop before extending into physical stores. By June 2026, Crisp Power’s retail network covered more than 3,000 locations nationwide.

Crisp Power

Retail and online distribution

Retail partners included Meijer, Costco, Wegmans, Hy-Vee, H-E-B, Fresh Thyme, Market Basket and The Vitamin Shoppe. The company intends to use domestic production to support additional retail and digital partnerships.

Zilberberg expects manufacturing in the United States to help the company respond more quickly to demand and deliver fresher products to consumers.

The brand’s 2024 introduction

Crisp Power’s early product introduction centred on baked pretzels formulated with a blend of proteins originating from grains and legumes. In May 2024, its initial assortment comprised Sea Salt, Sesame and Everything flavours, combining the texture of a crunchy pretzel with an everything-bagel-inspired option.

At that stage, six-count variety packs were offered on Amazon at a suggested retail price of $19.90. The assortment contained two packs of each flavour.

U.S. launch and Texas production — Launch and production

Introducing the range to buyers

Crisp Power’s March 2024 introduction programme combined plans for trade-show sampling, online sales and grocery distribution. The company announced the following steps for presenting its new pretzel range to buyers and consumers:

an Amazon rollout scheduled for March 2024;
sampling at Natural Products Expo West, booth N415, in Anaheim, California, from Mar 13–15, 2024;
availability through wholesale grocers later in 2024.

The company positioned the snack for consumers seeking plant-based protein and lower-carbohydrate options. Its launch materials described the pretzels as baked, sugar-free and high in fibre, without artificial colours or flavours.