The Soft Pretzel You Grew Up With Gets a Protein Upgrade

MT. LAUREL, N.J., Feb. 4, 2026 – The soft pretzel that generations of Americans grew up loving is getting a modern update. SUPERPRETZEL, the iconic soft pretzel brand with more than 50 years of history, is introducing two new protein-forward soft pretzels designed to meet evolving snack habits while keeping the classic taste fans know and love.

As protein continues to influence how shoppers choose their snacks, SUPERPRETZEL is stepping in to fill an unmet need. With 60% of frozen snack consumers now prioritizing protein in their purchase decisions, the brand is expanding its portfolio with options that add nutritional value without sacrificing the signature soft pretzel experience fans love.

Rolling out nationwide on March 1, 2026, in the frozen snack aisle at select retailers across the country, SUPERPRETZEL Protein Soft Pretzels and SUPERPRETZEL Mini Soft Protein Pretzels deliver 7 to 10 grams of plant-based protein per serving.

"Protein has become part of everyday eating for many families, including snacking," said Lynwood Mallard, CMO at J&J Snack Foods. "We wanted to add the benefit of protein to a pretzel that people already know and love, without changing what makes it a SUPERPRETZEL."

What's New in the Freezer Aisle

• SUPERPRETZEL Protein Soft Pretzels: A hand-twisted, Bavarian-style soft pretzel with 10 grams of plant-based protein per serving. Each box includes four 2.5-ounce pretzels that are vegan, low in fat, and made with premium ingredients. Ready in about 30 seconds in the microwave, or 4 to 6 minutes in the air fryer or oven. (Retail: $5.29-$5.99)
• SUPERPRETZEL Mini Soft Protein Pretzels: A resealable, stand-up bag of mini pretzels with 7 grams of protein per serving. Made with whole grains, dairy-free and vegan, and ready in as little as 40 seconds in the microwave, or 4 to 5 minutes in the air fryer. Designed for quick, intentional snacking and portion-controlled "snack meals." (Retail: $4.29-$4.99)

The new products are among the first protein-forward frozen soft pretzels, broadening the brand's footprint in the functional food space. The new protein offerings provide shoppers with an additional option alongside the SUPERPRETZEL portfolio, including original soft pretzels, mini pretzel bites and mini pretzel dogs, all of which remain available nationwide.

For more information, visit at the link below and follow @SUPERPRETZEL on Facebook and Instagram.

About J&J Snack Foods Corp.

J&J Snack Foods Corp. (NASDAQ: JJSF) is a leader and innovator in the snack food and frozen beverage industry. For over fifty years, the company has specialized in delicious snack and beverage brands for the foodservice and retail segments, serving up fun across the U.S. market. J&J Snack Foods' core brands include SUPERPRETZEL, the #1 soft pretzel brand, ICEE and SLUSH PUPPIE frozen beverages and Dippin' Dots, the original beaded ice cream. The company's broad brand portfolio also includes LUIGI'S Real Italian Ice, MINUTE MAID frozen ices, WHOLE FRUIT frozen fruit bars, DOGSTERS ice cream style treats for dogs, ¡Hola! Churros, THE FUNNEL CAKE FACTORY funnel cakes and fries, Thinsters and bakery brands including MARY B'S, DADDY RAY'S, COUNTRY HOME BAKERS and HILL & VALLEY. For more information, please visit at the link below.