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Snack brand PRETZELIZED has announced a limited-edition brand partnership with Crayola to launch the PRETZELIZED x Crayola Sea Salt Pretzel Snackers Multipack. Timed for the back-to-school retail period, the product combines single-serve pretzel snacks with interactive, colourable packaging across US mass and natural grocery channels.

The cross-category collaboration connects consumer packaged goods with non-food brand licensing, entering retail stores nationwide including Target and Whole Foods.

Interactive Packaging and Attributes

The collaboration combines snack food production with interactive children's activity elements, transforming standard secondary packaging into a dual-purpose retail offering.

Key product specifications and attributes of the multipack include:

🥨 Single-Serve Format: Contains 10 individual bags of PRETZELIZED Sea Salt Pretzel Snackers, formulated with an oven-baked pretzel-meets-cracker texture.

🖍️ Integrated Activity Kit: Supplied with four Crayola crayons packaged inside each box alongside custom line-art packaging designed for direct colouring.

🌱 Dietary Approvals: Formulated as an oven-baked product carrying certified Kosher and Non-GMO Project Verified credentials.

Brand Licensing and Retail

The partnership allows both brand owners to cross-promote intellectual property during peak back-to-school shopping windows, leveraging Crayola's brand equity within the family demographic to drive trial in the savoury snack aisle.

April Heeren, Senior Director of Americas Outbound Licensing at Crayola, noted that the licensing partnership extends the art supply brand's presence into daily family eating occasions.

The limited-edition PRETZELIZED x Crayola Sea Salt Pretzel Snackers Multipack is currently rolling out across Target and Whole Foods locations at a suggested retail price (SRP) of US$7.99 per unit.