Crisp Power Protein Pretzels has invested $15 million in a new production facility in Stafford, Texas, marking a significant expansion of its US operations as the high-protein snack brand seeks to meet growing consumer and retailer demand.

The new site will serve as the company's domestic manufacturing hub, shifting production from an import-based model to US-based manufacturing.

Since entering the US market in 2024, Crisp Power products have been imported from Israel, where they are produced by Meir Bagel, a bakery owned by founder and CEO Gilad Zilberberg.

The brand's protein pretzels contain up to 28g of protein, 10g of fibre and 6g of net carbohydrates per 1.75oz bag. Its range includes Everything, Sea Salt, Sesame, Cinnamon Crunch, Cheddar and Flamin' Crunch flavours.

With the Texas facility now operational, Crisp Power said it plans to accelerate distribution and support further retail and e-commerce growth across the US market.

"The US market has validated everything we set out to do," said Zilberberg. "Consumers are actively looking for snacks that deliver real protein and real fiber without compromise, and the retail response has confirmed there's serious appetite for what we've built."

The Texas investment follows what the company described as triple-digit year-over-year growth since its US launch.

The company said recent retail wins have helped drive the need for increased production capacity. Over the past few months, Fresh Thyme introduced the brand's 7oz bags across its stores, while Wegmans expanded its range to include the Cheddar and Flamin' Crunch varieties.

H-E-B has also rolled out three SKUs across Texas, and Hy-Vee has expanded both its smaller and larger pack formats.

Crisp Power products are now available in more than 3,000 retail locations nationwide, including Meijer, Costco, Wegmans, Hy-Vee, H-E-B, Fresh Thyme, Market Basket and The Vitamin Shoppe.