REAL PRETZEL FLAVOR. BECAUSE IT IS.™
PRETZILLA is more than a soft pretzel bakery — we’re a flavor experience crafted with you in mind. From our perfectly baked Pretzel Buns to our irresistible Pretzel Bites, we deliver joy, one bite at a time.
Because great food doesn’t just satisfy hunger, it elevates the moment.
PRETZILLA® is more than a soft pretzel bakery — we’re a flavor experience crafted with you in mind. From our perfectly baked Pretzel Buns to our irresistible Pretzel Bites, we deliver joy, one bite at a time.
Our roots trace back to nearly a century of baking tradition. What began in Milwaukee in 1923 as a family-run bakery built on craftsmanship, quality, and care laid the foundation for everything Pretzilla is today.
For generations, baking wasn’t just a business, it was a craft. One shaped by patience, consistency, and an unwavering commitment to doing things the right way. That legacy still guides us, influencing every recipe, every process, and every product we create.
Our resident genius and Head of Innovation, Gary Gottenbusch, is a certified master baker. Since the 1900’s, his family has been perfecting authentic pretzel making – first in Germany, and now proudly made in America.
In 2007, inspiration struck.
Traditional pretzel rolls were known for their dense, heavy texture-filling, but limiting. We saw an opportunity to do something different. Something better.
The challenge was simple but ambitious: create a soft pretzel bread that delivered authentic pretzel flavor while being lighter, airier, and more versatile. The result was a breakthrough dough, one that preserved everything people loved about pretzels, while opening the door to entirely new possibilities.
It was a moment that changed everything.
By 2010, it was clear this wasn’t just another product, it was something people were actively seeking out. That’s when PRETZILLA officially became its own brand, with a distinct identity and a singular focus: redefining what pretzel bread could be.
What started as one innovative idea quickly evolved into a brand dedicated entirely to pretzel bread, thoughtfully crafted, boldly flavored, and designed for modern eating. From the kitchen to the table, Pretzilla was built to fit real life.
As word spread, so did demand. PRETZILLA grew from local roots to national distribution, earning attention from chefs, food lovers, and premium retailers alike.
Our Pretzel Buns quickly became a standout, praised for their soft interior, mahogany brown crust, and ability to elevate everything from burgers to sandwiches. Partnerships with retailers helped introduce Pretzilla to a broader audience, solidifying our place as a leader in the pretzel bread category.
From the beginning, Pretzilla was built to fill a gap, for a high-quality soft pretzel bread that didn’t feel heavy, overly dense, or limited in how it could be enjoyed.
We believe great food should be:
That’s why many Pretzilla products are vegan, kosher, and made with allergen-conscious practices, all without ever compromising flavor.
Because when food is made with intention, everyone gets to enjoy it.
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