According to a news release shared Monday, the new facility is Crisp Power’s domestic manufacturing hub as part of the brand’s U.S. expansion strategy. The company is moving from an import-based model to stateside manufacturing.
“The U.S. market has validated everything we set out to do. Consumers are actively looking for snacks that deliver real protein and real fiber without compromise, and the retail response has confirmed there’s serious appetite for what we’ve built,” founder and CEO Gilad Zilberberg said in a release. “Bringing production stateside lets us move faster, respond to demand in real time, and get a fresher product to the people who want it.”
Marketed as the “most well-rounded snack in the protein aisle,” Crisp Power’s pretzels contain 28 grams of protein, 10 grams of fiber and 6 grams of net carbs per 1.75-ounce bag. The flavor lineup includes everything, sea salt, sesame, cinnamon crunch, cheddar and flamin’ crunch.
The product had previously been imported from Meir Bagel in Israel. Zillerberg acquired Meir Bagel in 2000. Crisp Power launched in the U.S. in 2024 with pretzels sold online through Amazon and TikTok Shop before expanding into more than 3,000 stores nationwide.
Now, the company says the Houston-area facility will help support its continued expansion, describing it as a necessary step for a brand that has “outgrown its import model.” As part of its plan to double down on U.S. expansion, the new operation is expected to accelerate distribution and support additional retail and digital partnerships.