Category Catalysts: Deli Snacks - PRETZELIZED

With shoppers geared toward more frequent trips to the store and increasingly focused on perimeter shopping, snacking has become a staple in every aisle of the store. The deli is no exception, with crackers, chips, meat snacks, charcuterie and innovative new concepts growing by leaps and bounds. New players like PRETZELIZED are bringing fresh eyes to the category and showing shoppers a new take on what snacking looks like in the deli.

“This summer has been an exciting one for 7 Mile Brands and PRETZELIZED,” said Sam Kestenbaum, President of PRETZELIZED. “We saw strong momentum fueled by our ‘Summer of Crunch’ campaign and several key launches. Pretzel Pita Chips rolled out nationally at Wegmans, Pretzel Snackers expanded into foodservice and debuted in a new multi-pack format at Whole Foods, and Kroger introduced our Mediterranean Herb Pretzel Pita Chips across its banners. We also returned to the IDDBA show, where the reception reinforced what we’re seeing at retail: shoppers are looking for flavor-forward, unique solutions that elevate the deli set.”

Convenience is driving growth in the category, reflecting a faster pace that consumers are both living and shopping at.

Kestenbaum said, “Our goal is to put PRETZELIZED wherever people shop for snacks, but we’re especially focused on driving the modern consumer into the deli. Every retailer wants their own ‘pub sub’—that signature program that defines loyalty and that keeps consumers coming back. We are offering to PRETZELIZED your sandwich: buy a sandwich and add PRETZELIZED snack and drink for a buck! With this program, we’re not just meeting consumer demand for convenience—we’re also creating a new destination occasion in the deli that builds loyalty and drives growth for our retail partners.”

At the end of the day, partnership is at the core of the category’s success. Kesetenbaum emphasized that growth is a two-way street between brands and retailers.

“Our approach is simple: we build programs with retailers, not just products for them,” he explained. “From combo programs to exclusive flavors, we’re invested in helping them differentiate their deli set and lifting the whole deli category. In return, our best retail partners are the ones leaning into these solutions with us—giving them the space, visibility and marketing support needed to win with shoppers. When that alignment happens, the category grows, the retailer wins and the consumer gets a better experience.”

2026 promises to be a year of continued innovation for PRETZELIZED.

“One of the biggest challenges is speed. Shoppers are moving quickly and innovation has to keep up,” Kestenbaum explained. “The deli snacking set can’t just be an afterthought—it needs to be a destination that excites consumers and makes their trip more valuable. That means collaboration between manufacturers and retailers to prioritize the right kinds of products, innovation cycles and merchandising solutions that connect to how people actually shop.”