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Better-for-you snack brand Crisp Power has opened a $15 million (£11.8 million) manufacturing facility in Stafford, Texas, establishing a domestic production hub to accelerate its commercial expansion across the United States.

The transition to the newly built Stafford plant represents a shift from an import-reliant model to stateside production. By establishing a local manufacturing presence, the company aims to improve supply chain responsiveness, shorten retail delivery windows, and scale its output to meet rising purchase volumes in both physical and digital retail channels.

The facility comes approximately two years after the brand’s initial US launch in 2024. During its early market entry phase, the company imported its products from Israel, where they were manufactured by Meir Bagel, a bakery acquired by Crisp Power founder and Chief Executive Officer Gilad Zilberberg in 2000.

Transition to Domestic Production and Supply Chain Agility

The physical operational shift is designed to support the brand's sustained high-growth trajectory, with the company reporting triple-digit year-on-year sales growth since entering the US market.

Managing an international supply chain from Israel introduced inherent lead-time limitations and shipping overheads. Shifting the manufacturing footprint to Texas allows the business to mitigate freight volatility and adjust production schedules in real time to match domestic ordering patterns.

According to Gilad Zilberberg, the US market validation of the high-protein pretzel concept necessitated a localised manufacturing solution. He noted that bringing processing assets stateside provides the operational flexibility required to deliver fresh inventory to retail distribution centres and rapidly scale production capacity alongside new commercial listings.

Retail Expansion and Omnichannel Growth

The capital allocation toward the Texas facility is supported by significant physical retail expansion.

Crisp Power originally built its brand awareness through digital-first channels, utilising its direct-to-consumer website, Amazon, and TikTok Shop to generate early consumer trial and capture purchasing data. This online performance provided the commercial validation required to secure broad brick-and-mortar placement.

The brand's products are currently distributed in more than 3,000 retail locations across the United States. Recent commercial expansions and merchandising programs driving this physical volume include:

• Fresh Thyme: Deployed 7-oz. bags across all core flavours, serving as the brand's largest physical pack-format market trial.

• Wegmans: Expanded regional shelf space with targeted flavour listings, including Cheddar and Flamin' Crunch.

• Market Basket: Introduced high-visibility, brand-customised physical shipper displays in-store to stimulate impulse purchases.

• H-E-B: Rolled out three distinct stock-keeping units (SKUs) across its extensive Texas retail footprint, aligning directly with the new local production hub.

• Hy-Vee: Expanded regional distribution across both its on-the-go 1.75-oz. bags and family-sized 7-oz. bags.

These supermarket partners join the brand's established wholesale and speciality accounts, which include Meijer, Costco, and The Vitamin Shoppe.

Macro Trends and Ingredient Specifications

The opening of the Stafford production site coincides with an inflexion point in the active nutrition and functional snack sectors.

Consumer purchasing patterns have increasingly focused on blood sugar management, satiety, and macronutrient balance. This structural shift has been further accelerated by the rapid adoption of GLP-1 weight-management medications, which has driven sustained interest in portion-controlled, nutrient-dense foods that offer prolonged satiety.

To address these nutritional demands, the brand's protein pretzels are formulated to deliver up to 28g of protein, 10g of dietary fibre, and 6g of net carbs per 1.75-oz. serving. The clean-label formulations have received industry recognition, with the brand selected as a 2026 NEXTY Award finalist for Best Functional Food or Beverage.

The initial stateside product rollout features six distinct flavour profiles:

🧂 Sea Salt – A clean, traditional salted pretzel profile.

🧀 Cheddar – A savoury cheese-forward option developed for mainstream snack aisles.

🥯 Everything – A textured blend featuring classic baked seed and garlic seasoning.

🌱 Sesame – A nutty, seed-forward option.

🍂 Cinnamon Crunch – A sweet, spiced dessert-style profile.

🔥 Flamin' Crunch – A high-intensity, spicy option developed to appeal to younger, adventure-seeking demographics.

With the Stafford manufacturing facility fully operational, the brand intends to scale its US distribution network, support upcoming digital and physical retail partnerships, and establish a dominant market share within the emerging functional bakery and protein-dense snack categories.