Baked Goods & Desserts

Eastern Standard Provisions’ Soft Pretzels Hit Whole Foods Freezers

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Handcrafted soft pretzels from Eastern Standard Provisions Co. are now available in the frozen food aisles of Whole Foods Market stores throughout the United States. Five varieties have been listed: newly launched gluten free One-Timer Soft Pretzel Bites; Wheelhouse Signature Soft Pretzels; One-Timer Soft Pretzel Bites with Signature Salts; Turnbuckle Soft Pretzel Sticks with Signature Salts; and Turnbuckle Soft Pretzel Sticks with White Cheddar Cheese Sauce.

“Ever passionate about using the highest quality ingredients to create our products, we are thrilled about the national launch,” said Bill Deacon, co-founder and chief executive officer of the Boston, Massachusetts-based artisanal snack food purveyor. “Our unique soft pretzels have a light, airy brioche interior and traditional Bavarian crust.”

The company has built a reputation for supplying premium handcrafted soft pretzels. With its commitment to using ingredients with no artificial flavors, colors or preservatives, and delivering a one-of-a-kind brioche-like inside with Bavarian style crust, Eastern Standard Provisions has gained a loyal following among snack enthusiasts. It has received over 35,000 five-star reviews and landed a coveted spot on Oprah Winfrey’s list of Oprah’s Favorite Things.

“Eastern Standard Provisions first entered Whole Foods Market as a local supplier in select stores and found a welcome audience among shoppers looking for an authentic, artisanal soft pretzel that delivered on taste, flavor and texture. We’re excited to expand the brand nationally.” said Chris Manca, principal category merchant at Whole Foods Market.

In addition to soft pretzels, the company’s range of products includes Liège Belgian waffles, blended sauces, gourmet flavored toppings and curated gift boxes.