German pretzel chain Ditsch opens first U.S. location in El Paso

The company has launched a shop in shop “clip in” inside an OXXO convenience store.

German bakery brand Ditsch has opened its first dedicated point of sale in the United States. The company has launched a shop‑in‑shop “clip‑in” inside an OXXO convenience store in El Paso, Texas, marking a significant step in its international expansion strategy.

The new outlet brings Ditsch’s classic pretzel products to the U.S. market for the first time. The menu features long‑standing favourites such as traditional pretzels, pretzel sticks and pretzel croissants, alongside the bakery’s well‑known pretzel‑based pizza.

Sebastian Kayser, CEO of Valora Food Service B2C, described the opening as “another milestone” for the brand. He said the partnership with OXXO, Latin America’s leading convenience retailer, offers both growth potential and insight into evolving consumer expectations in new markets.

The El Paso location sits within a heavily frequented OXXO store serving commuters, nearby residents and employees of surrounding businesses.