Highlander Partners Acquires Pretzilla
Pretzilla is a pioneer in fresh soft pretzel bread and is a leading manufacturer in the category
Benestar Brands, LLC, a portfolio company of Highlander Partners, L.P., announced the acquisition of Miller Baking Company, the manufacturer of Pretzilla branded soft pretzel bites and buns. Headquartered in Milwaukee, Pretzilla is a pioneer in fresh soft pretzel bread and is a leading brand and manufacturer in the growing category.
In 2007, under the leadership of owner Brian Miller, the 97-year old company began developing a unique "light and airy with a touch of sweetness" soft pretzel bread and in 2010, the Pretzilla brand was born. The business has since transitioned from a multi-product bakery to a specialized pretzel bread snack business and today offers a variety of soft pretzel products, including Burger Buns, Mini Buns, Sausage Buns, and Bites, distributed nationally to over 10,000 stores. The company manufactures all products (which are non-GMO, allergen-friendly, vegan, and kosher) in its two Milwaukee-based facilities.
Since dedicating itself to pretzel bread, the company has invested significantly in R&D and operations, spurring remarkable innovation in the nascent category in terms of both product introductions and product attributes. The company has created markets for products at retail that did not exist previously such as fresh soft pretzel bites, an exciting innovation in the snack food industry. With bites featuring new flavors and fillings hitting the market today, Pretzilla is well positioned to demonstrate continued momentum in the snacking category. As the first mover in the market, Pretzilla maintains a significant market share in the retail pretzel bread category.
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