Benestar Brands purchases Pretzilla brand owner

Snack manufacturer Benestar Brands has acquired Miller Baking Company, the manufacturer of Pretzilla branded soft pretzel bites and buns, for an undisclosed sum.

Headquartered in Wisconsin, the 97-year old company initially produced a wire array of bread and baked goods, but the Miller Baking Company has now transitioned to a specialised pretzel bread snack business. It owns two Milwaukee-based facilities where it manufactures its range of products that are distributed nationally to over 10,000 stores.

Highlander Partners, the owner of Benestar Brands, says Pretzilla is well positioned to demonstrate continued momentum in the snacking category and claims it is the first mover in the market.

With the acquisition, Benestar aims to accelerate the brand’s growth with new snack innovations as well as driving existing products. It intends to invest significantly in Pretzilla’s production capabilities in order to meet the growing demand and support product innovation.

“With Benestar’s retail relationships and penchant for product innovation, we think there is an incredible opportunity to take Pretzilla to the next level,” said Carl E. Lee, Jr., CEO of Benestar Brands.

Brian Miller, owner of Miller Baking Company, said: “What started as a simple passion for baking pretzel bread has grown into an amazing brand that is recognised in households across the US.”

Miller Baking Company marks Benestar’s third acquisition since it was formed in August 2019 with the purchase of pork snacks manufacturer, Evans Foods. This was followed by the acquisition of Arboleda Foods, the holding company of Chicas branded tortilla chips.