Category Leadership Awards: Deli Snacks

Deli snacks are made for quick snacking, easy entertaining, and premium pairings.

7 Mile Brands’ Sea Salt Pretzel Pita Chips are its top product, offering consumers a unique flavor experience they’ve never had before. “Our Sea Salt Pretzel Pita Chips continue to be our best-selling item and the engine behind our growth,” said CEO Samuel Kestenbaum. “They deliver something consumers immediately understand—they’re the familiar crunch of a pita chip with the unmistakable flavor of a pretzel. That combination creates a true point of difference. I think the biggest reason for the success is that consumers aren’t looking for another version of what’s already on the shelf. They’re looking for something genuinely new that still feels approachable. We call it ‘Everything is Better PRETZELIZED,’ and once people try it, the repeat purchase rates have been incredibly strong.”

Partners, A Tasteful Choice Company is paying attention to ingredient and flavor innovations along with functional benefits driving the category. “Protein has crept into crackers and consumers increasingly think of crackers as a healthier part of their diets and not just a quick convenient snack,” President Cara Figgins said. “Crackers that add functional value along with taste and texture will be interesting to shoppers.” 

Partners’ focus is on staying true to its mission of providing consumers with quality. “We will continue to create products using high-quality ingredients with a focus on improving our sustainability practices by incorporating regenerative ingredients into our ongoing product development,” Figgins said.

Category leadership isn’t about being the largest player. Kestenbaum believes it’s about creating growth for everyone. “Our team has spent decades building some of the largest better-for-you snack brands in the industry, but experience only matters if it keeps you curious,” he said. “We challenge ourselves to think like a startup while executing like a much larger company. That means moving quickly, listening to consumers, testing new ideas and working collaboratively with our retail partners. Category leadership isn’t about having the biggest brand—it’s about creating growth for everyone. If retailers grow, consumers are excited and the category expands, we’ve done our job.”

PRETZELIZED stands out by complementing many of the deli snacks consumers crave. “We don’t start with flavors—we start with occasions,” Kestenbaum said. “Our goal is to build products around how people actually snack, entertain and share food. The deli department is centered around fresh foods, cheeses, dips, charcuterie and prepared meals, so every product we develop has to elevate those experiences. PRETZELIZED isn’t just another chip or cracker—it’s designed to complement premium foods while bringing a completely different flavor profile and texture. We’re building an entirely new platform that gives retailers incremental growth.” 

Consumers are increasingly intentional about their snack choices, opting for higher-quality options without sacrificing flavor or satiety. Additionally, shoppers are willing to splurge when entertaining and are seeking innovative flavors and unique formats to enhance their experience.

“Today’s consumers expect products that don’t force tradeoffs,” Kestenbaum said. “They want clean ingredients, incredible flavor and value—all at the same time. We’re seeing consumers become much more intentional about where they indulge. Instead of buying less, they’re buying better. If they’re entertaining or building a snack board, they’re willing to spend a little more for products that feel elevated and memorable. The biggest surprise has been how much consumers are craving novelty. People want to discover something they’ve never seen before, especially in center-store categories that haven’t changed much in years.”

The greatest growth opportunity for deli snacks over the next year is transforming the deli into a destination for shoppers seeking higher-quality snacks for everyday snacking and entertaining. .

“The biggest opportunity is making the deli department the destination for entertaining and premium snacking,” Kestenbaum said. “Consumers continue to trade up for experiences at home, whether it’s charcuterie boards, game-day spreads or family gatherings. The products that win will be those that offer something genuinely differentiated while pairing naturally with fresh foods. I also think retailers will continue looking for brands that create incremental sales rather than simply taking share. Innovation that expands the category—not just another flavor extension—is where the biggest opportunity exists, and that’s exactly where we’re focused.”