How Twisted by Wetzel’s is planning to disrupt the snack category


The streetside restaurant concept is bigger than a traditional Wetzel’s and features a broader, more creative menu. In the spring, Wetzel’s Pretzels opened a new concept called Twisted by Wetzel’s that is quite different from anything the company has done in its nearly-30-year history. The company describes Twisted as a “street concept that takes Wetzel’s fun-loving brand and timeless menu and elevates it to a whole new level.” There are now two locations open and a third is under construction. No growth targets have been definitively set, but CMO Kim Freer is bullish on Twisted’s potential. That’s because it meets consumers’ increasing demands for innovative, snack-type food that is also visually appealing. The coveted and highly digital Gen Z consumer is the target for the concept.

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