Snack Producer of the Year, Unique Pretzel Bakery
Unique Pretzel Bakery astutely combines equal measures of Pennsylvania Dutch tradition and modern-day innovation to catalyze its success.
For the complete story on Unique Pretzel Bakery, see “Inside the 2016 Snack Producer of the Year, Unique Pretzel Bakery.”
NONE
The Spannuth family started baking pretzels in the late 1800s, moving from Philadelphia to Reading, PA. William J. Spannuth, president and CEO, grew up in Laureldale, PA, making pretzels with his dad. His grandfather registered the Unique Pretzel name in 1921, and by that time, three generations of the Spannuth family had already immersed themselves in the pretzel business.
NONE
Unique Pretzel Bakery, which has seen strong growth of its pretzels in an otherwise flat category, is the 2016 Snack Food & Wholesale Bakery “Snack Producer of the Year.”
NONE
Unique Pretzel Bakery leadership today consists of Justin Spannuth, vice president and COO (left), William J. Spannuth, president and CEO (center) and Bill Spannuth, vice president and CFO (right). Photo by Sabina Louise Pierce Photography
NONE
William J. Spannuth recalls his father, William P. Spannuth, talking about the day the “mistake” occurred. “In the 1930s, when they were making hard and soft pretzels in Laureldale, they had a pretzel that ended up being coined a ‘Mistake,’” he says. “It was a split-open pretzel.” His father still sold the “Mistakes” to his customers. This was a turning point for the Spannuth family. The customers liked the Mistakes—eventually dubbed “Splits”—more than the regular pretzels.
NONE
NONE
Not willing to settle for the success of its Splits, the Spannuth family used a similar carefully timed proofing and baking process to create the industry’s first hollow pretzel, dubbed “Shells,” in 2011. Shells—another truly unique creation—stemmed from a desire to create a bite-sized, kid-friendly product. Shells quickly superseded Splits as the company’s best-selling product, significantly broadening Unique Pretzel Bakery’s reach and business scope.
NONE
Unique Pretzel Bakery’s Shells products are driving unprecedented growth. “From 2008 to 2011, we more than doubled the company just by reinventing ourselves and rebranding,” says Bill Spannuth. “And then we came out with the Shells and it instantly took us to running seven days a week, around the clock, on the line. So we needed to expand.”
NONE
An addition onto the Unique Pretzel Bakery facility brought 75,000 square feet of new space, which allowed for five times more production volume and significantly more warehouse space. Now one line is completely dedicated to creating Shells products. “With our facility expansion now at full tilt, we plan on seeing this significant growth continue,” says Justin Spannuth. Photo by Sabina Louise Pierce Photography
NONE
Unique Pretzel Bakery added a new product line in 2014, expanding its Shells line with Flavor Shocked Shells, available in Honey Mustard, Bacon Cheddar, Buffalo and Tangy Ranch flavors.
NONE
Unique Pretzel Bakery has been a pioneer in use of sprouted grains, launching its Sprouted Splits in 2008, made with 100 percent sprouted whole-wheat flour. The company now also offers Sprouted Shells.
This diverse product lineup has helped Unique Pretzel Bakery emerge as a leader. “We take a lot of pride in being one of the best-selling pretzels in Pennsylvania,” says Justin Spannuth. “Eighty percent of the nation’s pretzels come from eastern Pennsylvania, and we have a growing stake in that number. If we can compete here, we can compete anywhere.”