Auntie Anne’s has been producing handcrafted soft pretzels in their franchise locations for the past 30 years. But, with consumer shopping habits showing an influx in retail spending, the Lancaster, Pa., company made the next logical step—it introduced a line of frozen products to traditional retail channels like grocery, mass and club stores.

“We’ve seen high consumer demand for Auntie Anne’s products, and a venture into the frozen foods space was a logical next step for our brand,” says Angela Mullins, director and general manager for the frozen business. “With many restaurants looking for new ways to grow, the restaurant-to-retail trend has really taken off as well. We’ve been able to take our expertise with pretzels and baking into stores, so consumers can bring our great tastes home for anytime snacking.”

Today, Auntie Anne’s new frozen retail line of Soft Pretzels, Pretzel Nuggets, Pretzel Dogs and Pretzel Pocket Sandwiches are available nationwide.

“With new retail offerings like our hearty Pretzel Pocket Sandwiches and Pretzel Dogs, we are providing a convenient and fulfilling snack that is ideal on-the-go or in-a-pinch,” adds Mullins.

To communicate to retail consumers, Auntie Anne’s uses authentic photography and storytelling to outline the company’s history.

“There really is an Auntie Anne,” says Mullins. “Anne Beiler founded the company in 1988 to fulfill her husband’s vision to help those in need in the Plain community. Auntie Anne is now enjoying spending time with her grandchildren and relaxing with her family and friends.”

Auntie Anne’s also extended its iconic “pretzel halo” logo and signature blue brand color to the frozen retail line.

“It can be very difficult to stand out on the shelf, particularly in the frozen section behind the freezer doors, but our bold blue is easily visible and instantly recognizable to our fans,” adds Mullins.

For 2015 and beyond, Auntie Anne’s will continue to expand distribution across multiple channels and develop additional innovative pretzel-based items.

“Auntie Anne’s strives to passionately serve and positively impact lives, one pretzel and one customer at a time,” says Mullins.

At a Glance

Company Name:Auntie Anne’s

HQs:Lancaster, Pa.           


Distribution: Domestic

No. of SKUs: 11

Products:Frozen pretzel-based snacks.

 Brands:Auntie Anne’s