Simple done right
A mischievous cheese this versatile belongs in your deli aisle.
King’s Hawaiian’s Raouf Moussa Discusses New Soft Pretzel Bites

King’s Hawaiian’s Raouf Moussa Discusses New Soft Pretzel Bites


TORRANCE, CA
Friday, January 31st, 2025

A new product is on the scene, and I’ve already had the chance to try it. King’s Hawaiian’s new Soft Pretzel Bites combine everything fans crave about the brand in a convenient and unique format. I had the chance to discuss the new product with Chief Marketing Officer Raouf Moussa.

Raouf Moussa, Chief Marketing Officer, King's HawaiianThe taste and product quality are unmatched,” he began. “It took three years to perfect this new and completely irresistible product that pairs the soft, sweet flavor profile of King’s Hawaiian rolls with a subtly salty pretzel finish. Since launch, grocers have expressed excitement behind this new item by proactively putting Pretzel Bites in secondary placements around the store alongside complementary items like cheese dips, beer, and other condiments, often incorporating them into perimeter displays.”

Raouf explained that consumers are not only enjoying Bites straight out of the package, but also discovering novel and creative ways to serve Bites. Capitalizing on the “mini meals” trend, Bites can be prepared as a mini cheese sandwich, slider, or pizza bite. Or, they can be turned into a unique dessert served alongside chocolate, Nutella, or other sweet dips.

King’s Hawaiian’s new Soft Pretzel Bites combine everything fans crave about the brand in a convenient and unique format

“Early sales performance data from Numerator has shown that because Pretzel Bites pair so well with other items, they are driving bigger basket sizes on average for those buying it, with about 16 percent increase in spend per trip,” Raouf continued. “We have seen the product co-merchandised with cheese to great success since the combination is such a universal crowd-pleaser. While it’s still early, we know from extensive internal testing that the product has a high repeat purchase rate, so our focus is supporting trial-driving activities throughout the year to grow our awareness, especially leading up to the Big Game. We’ve also seen initial velocities average 2-3x those of our closest competitor in the soft pretzel snacking category.”

To drive consumer awareness of Pretzel Bites, King’s Hawaiian has rolled out a robust national sampling tour as well as significant omnichannel and in-store retail support. The company is planning a large media campaign leading into the holidays and the weeks leading up to the Big Game. Impactful TV commercials featuring Peyton and Eli Manning will continue to air, letting consumers know about Original Hawaiian Sweet Soft Pretzel Bites and encouraging them to stock up for their game-watch parties.

Consumers are not only enjoying Bites straight out of the package, but also discovering novel and creative ways to serve Bites

“Through social media, we’re showcasing serving suggestions to share Bites with dips, within a charcuterie board, or lightly baked with seasoning—the possibilities are endless,” Raouf added. “Exciting partnerships with other popular national brands are also planned to provide shoppers with easy and delicious snacking solutions.”

At foodservice, for example, King’s Hawaiian Soft Pretzel Bites were a limited-time offering at Dog Haus as part of its Oktoberfest menu. Featured as both a Salted Pretzel Bite served with beer cheese, and Cinnamon Sugar Pretzel Bites with cream cheese frosting, guests had the option to indulge in sweet or savory. The brand is exploring other foodservice opportunities in C&G, QSR, and sports and entertainment venues.

As we continue to uncover the industry’s latest, stick with us at Deli Market News.

Topics: