Meet the Canadian snack brand everyone is talking about. Twigz Pretzels — the family-run startup from Alberta — has exploded into one of the hottest consumer-packaged-goods success stories in the country. From dominating flavour innovation to becoming a cult favourite on Air Canada flights to landing on Loblaw shelves, Twigz is reimagining what a Canadian salty-snack brand can be. On this episode, I sit down live in person at the Royal Agricultural Winter Fair with Co-Founder Mark Brandt to unpack the Twigz story, the hustle, and the wild ride behind Canada’s breakout pretzel phenomenon.
In this episode of The FEED powered by Loblaw, Michael welcomes Mark Brandt, Co-Founder of Twigz Pretzels, one of Canada’s fastest-growing and most talked-about snack brands. Twigz has captured national attention with its bold flavour innovation, uniquely Canadian brand identity, and remarkable growth story — a journey built by a tight-knit sibling team that turned a simple spark of inspiration into a rapidly scaling CPG success.
Mark begins by sharing Twigz’s humble origins: late-night recipe testing in their mom’s kitchen, weekend farmers’ market sampling, and the early hustle required to validate whether Canadians were ready for a pretzel that was anything but ordinary. From their flagship Buttery Herb flavour to fan favourites like Dill, Cheddar Ranch, Jalapeño, Sour Cream & Onion, and the runaway hit Cinnamon Churro, Twigz has leaned into flavour creativity and consumer curiosity — and Canadians have responded in droves.
Listeners get an inside look at the realities of launching a premium snack brand in a category dominated by global giants. Mark speaks candidly about working nights and weekends, learning the CPG world from scratch, and building distribution one store at a time. The conversation also highlights the company’s breakthrough partnership with Air Canada, in which its pretzels became a beloved onboard snack, massively accelerating brand awareness and trial.
Mark also shares the pivotal role of strong retail partners, particularly Loblaws, in supporting Canadian small suppliers with access, guidance, and national visibility — including giving Twigz a showcase at The Royal Agricultural Winter Fair. He explains how the “Buy Canadian” movement continues to boost trial and loyalty, especially as consumers increasingly seek Canadian-made, independent brands.
A significant highlight of the episode is Twigz’s national U.S. launch in Kroger, one of America’s largest grocery retailers. This milestone speaks to the company’s strong operations, flavour innovation, and cross-border potential.
Mark discusses the complexity, volume, and operational rigour required to scale at that level while staying true to their Canadian roots and long-term goal of becoming a bona fide Canadian snack icon.
Mark closes with candid lessons for fellow food entrepreneurs: focus intensely on product quality, build a team with complementary strengths, master cash flow, and never underestimate the value of sampling, trial, and consumer engagement.
This episode is a must-listen for anyone interested in Canadian CPG innovation, retail growth strategy, and the inspirational journey of building a national brand from scratch.