CRISP POWER Protein Pretzels, known as the most well-rounded snack in the protein aisle, is making its most significant US investment to date: a $15 million production facility in Stafford, Texas, serving as the brand’s domestic manufacturing hub. The move marks a pivotal step in CRISP POWER’s US expansion strategy, shifting from an import-based model to stateside production to meet accelerating consumer and retailer demand.

The Texas facility comes roughly two years after CRISP POWER’s 2024 US launch, during which product was imported from Israel, where it is produced by Meir Bagel, a bakery acquired by Zilberberg in 2000. Under Zilberberg’s leadership, the brand has achieved triple-digit year-over-year growth.

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. That early digital traction validated the product’s appeal, generated strong repeat purchase, and laid the foundation for the brand’s rapid move into major retail chains. The Texas facility is the next logical step: purpose-built to support a brand that has outgrown its import model and is now scaling across both online and in-store channels simultaneously.

The opening comes as protein-forward snacking reaches an inflection point. Consumer focus on satiety, blood sugar management, and macronutrient balance is driving demand for snacks that deliver real nutrition in familiar formats, and the rise of GLP-1 medications has amplified that shift, increasing interest in options that provide substance and sustained fullness. CRISP POWER’s high-protein, high-fiber, low-net-carb profile positions the brand squarely at the center of this convergence.