CRISP POWER opens US$15M Texas facility to support US expansion
The investment is aimed at expanding manufacturing capacity, improving supply chain efficiency, and supporting the growing demand for its speciality ingredient solutions across the food and beverage industry.
USA – CRISP POWER Protein Pretzels, the high-protein snack brand known across the protein aisle for its pretzel offerings, has opened a US$15 million manufacturing facility in Stafford, Texas, marking its first US-based production hub as the brand accelerates national expansion and responds to growing retail and consumer demand.
Since entering the US market in 2024, CRISP POWER products have been imported from Israel, where they are produced by Meir Bagel, a bakery owned by founder and CEO Gilad Zilberberg.
The Texas facility comes roughly two years after that 2024 launch and represents the brand’s most significant US investment to date, shifting the company from an import-based model to stateside production.
Speaking on the move, Zilberberg said the US market had validated everything the company set out to do, noting that consumers are actively seeking snacks that deliver real protein and fibre without compromise, and that the retail response confirmed a strong appetite for the brand’s products.
He added that bringing production stateside would let the company move faster, respond to demand in real time, and deliver a fresher product to consumers.
CRISP POWER built its initial US momentum among digital-first shoppers, earning a loyal following through its direct-to-consumer channel, Amazon, and TikTok Shop before expanding into brick-and-mortar retail, with that early digital traction validating the product’s appeal, generating strong repeat purchases, and laying the groundwork for its rapid move into major retail chains.
The investment follows a wave of retail wins in 2026. Fresh Thyme launched 7-ounce bags across all core flavours in the brand’s largest-format test to date; Wegmans expanded with Cheddar and Flamin’ Crunch varieties; Market Basket introduced branded shipper displays; H-E-B rolled out three SKUs across Texas; and Hy-Vee expanded both its 1.75-ounce and 7-ounce lineups.
CRISP POWER now sits in over 3,000 doors nationwide, with partners including Meijer, Costco, Wegmans, Hy-Vee, H-E-B, Fresh Thyme, Market Basket, and The Vitamin Shoppe, while continuing to drive strong velocity on Amazon, TikTok Shop, and its own website.
By moving production closer to its largest growth market, CRISP POWER aims to increase manufacturing capacity, improve supply chain efficiency, and support a rapidly expanding retail footprint nationwide.
The new facility is designed to enable the company to increase capacity, shorten supply chains, and respond more quickly to growing demand from retailers and consumers alike, positioning CRISP POWER for continued growth across e-commerce and brick-and-mortar channels.
The rapid market adoption of GLP-1 weight-management medications, alongside a general consumer focus on metabolic health, blood sugar stabilization, and prolonged satiety, has intensified market demand for portion-controlled, macronutrient-balanced foods.
CRISP POWER’s plant-based formulation, which delivers up to 28 grams of protein, 10 grams of dietary fibre, and 6 grams of net carbohydrates per standard 1.75-ounce serving bag, is strategically positioned at the centre of this convergence in functional snacking.
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