Wetzel's Pretzels Adds a Latin Twist to its Mouthwatering Menu

Nation’s snack category leader launches Frozen Horchata and Choco Churro Bitz

Wetzel's Pretzels Adds a Latin Twist to its Mouthwatering MenuPasadena, CA  (RestaurantNews.comWetzel’s Pretzels, (Wetzel’s) the innovative snacking leader, is putting its twist on two traditional Latin treats, launching the perfectly portable and delicious duo of Frozen Horchata and Choco Churro Bitz.

“Known for a history of new product development, we like to build upon our core offerings, providing elevated iterations that reflect the flavors of our diverse fanbase and keep them excited about what we’ll be twisting up next,” said Wetzel’s Pretzels Chief Marketing Officer Kim Freer. “We were overwhelmed by our guests’ wildly enthusiastic response to the Choco Churro product when it was featured at our flagship Downtown Disneyland location last year. Due to its immense popularity and an outpouring of fan requests to make it available at their local Wetzel’s bakery, we knew we had to take the menu innovation systemwide, complementing it with a fitting beverage partner.”

The new Frozen Horchata takes the sweet rice milk’s classic flavor and sprinkles in some Wetzside innovation for a creamy, cool and refreshing concoction, topped off with cinnamon. The cin-sational beverage pairs perfectly with the new Choco Churro Bitz, making for an instagrammable, craveable combination. It takes the brand’s beloved Cin-A-Bitz, drizzling the fan-favorite with a rich dulce de leche and Ghirardelli chocolate sauce for a sweet tooth’s dream. This lip-smacking twosome reflects the iconic brand’s fun-loving and innovative spirit but is only available for a limited time.

“When looking to bring this idea to life, we knew we had to find a like-minded organization that shares our passion for quality,” said Freer. “We’re proud to partner with Ghirardelli in the creation of these satisfying snacks as they too are a strong, West Coast-based brand with an international reputation for providing premium products. Wetzel’s fans have high expectations, and our goal is to exceed them with every bite.”

Every Wetzel’s Pretzels bakery lives by the original vision of its founders — that each super-premium pretzel be crafted from fresh dough and baked in-store consistently throughout the day, to ensure sweet or savory perfection for each guest, regardless of when the craving for a pretzel strikes. This foundation of freshness, commitment to using high-quality ingredients and focus on modern menu development has contributed to its industry-leading AUVs, a record store pipeline and an ever-growing fanbase.

For more information on Wetzel’s Pretzels, visit wetzels.com.

Wetzel's Pretzels Adds a Latin Twist to its Mouthwatering Menu

About Wetzel’s Pretzels

Providing a fun, fresh take on soft pretzels, Wetzel’s Pretzels was founded in 1994 by Bill Phelps and Rick Wetzel in Pasadena, California. Drawing fans to its mouthwatering, portable snacks that are hand-rolled, baked fresh and served hot from the oven, word quickly spread about the delicious West Coast brand. Today, Wetzel’s Pretzels has grown to more than 370 bakeries, including premier locations like Disney Springs® at Walt Disney World® Resort, Downtown Disney® District at Disneyland® Resort and Universal CityWalk™, continuing to cultivate fanatics around the world with its SoCal vibes and “gram-worthy” snacks. Its cult-like following includes famous fans like Ben Affleck, Billie Eilish, Jimmy Kimmel, Kim Kardashian and Meghan Trainor. As the nation’s leading pretzel chain, the franchise has received numerous accolades, most recently being named to Franchise Business Review’s 2023 Top Food Franchises and Entrepreneur’s Top 50 Franchise Companies Doing the Most to Champion Diversity lists. Jennifer Schuler, the brand’s first female CEO, was also recognized by Nation’s Restaurant News as one of the “Most Influential CEOs in the Restaurant Industry” and Kim Freer was named to Entrepreneur’s Top 50 Franchise CMO Gamechangers list.

About The Ghirardelli Chocolate Company

Ghirardelli is passionate about quality bean to bar chocolate, and all of the ways our fans enjoy it. Founded in San Francisco in 1852, we take pride in producing premium chocolate products with the highest quality ingredients. Ghirardelli is one of the few companies in America that controls the entire chocolate manufacturing process, from cocoa bean to finished product. This oversight of the manufacturing process combined with Ghirardelli’s proprietary bean blend and unique methods of roasting and processing, ensures that you are rewarded with the highest quality and richest products. Ghirardelli makes life a bite better!

Blake Heckel
[email protected]