Crisp Power invests $15 million in Texas protein pretzel plant

Crisp Power Protein Pretzels opened a $15 million production facility in Stafford, Texas, on June 8, giving the brand its first U.S.-based manufacturing hub and its most significant American investment to date. The move is more than a capacity boost. It shows that protein snacks are moving from brand-building into the harder work of industrial scaling.

The Stafford plant arrives roughly two years after Crisp Power launched in the United States in 2024, when product was still imported from Israel and made by Meir Bagel, the bakery Gilad Zilberberg acquired in 2000. Zilberberg said U.S. production will let the company move faster, respond to demand in real time and deliver a fresher product to consumers, a practical edge for a snack that has to preserve texture, shelf life and nutritional consistency at scale.

Crisp Power said it has posted triple-digit year-over-year growth and now reaches more than 3,000 retail doors nationwide. Its retail lineup includes Meijer, Costco, Wegmans, Hy-Vee, H-E-B, Fresh Thyme, Market Basket and The Vitamin Shoppe, with this spring’s expansion adding Fresh Thyme, Wegmans, Market Basket, H-E-B and Hy-Vee to the brand’s footprint. The company also built early momentum through Amazon and TikTok Shop before pushing deeper into brick-and-mortar retail.

That retail traction has helped Crisp Power frame its product around a familiar snack form with a functional twist. The company says its Protein Pretzels deliver up to 28 grams of protein, 10 grams of fiber and just 6 grams of net carbs per 1.75-ounce bag. Crisp Power said shoppers and retailers have validated demand for “real protein and real fiber without compromise.”

The Texas location also gives the brand a distribution advantage in the central and southern United States, where a domestic plant can shorten replenishment times and reduce friction with retail partners. For a niche better-for-you snack, that kind of operational control matters as much as the recipe. Crisp Power is no longer just proving that protein pretzels can sell. It is building the machinery to keep them on shelves.