Highlander Partners portfolio firm acquires Pretzilla

  • 3 November 2020
  • M&A
Benestar Brands snaps up a manufacturer of soft pretzel bites and buns, which are non-GMO, allergen-friendly, vegan, and kosher
Pretzilla buns
Photo as seen on Pretzilla’s Facebook page

Benestar Brands, a portfolio company of Highlander Partners, today announced the acquisition of Miller Baking Company, the manufacturer of Pretzilla branded soft pretzel bites and buns. The company is headquartered in Milwaukee, Wisconsin.

In 2007, Miller Baking began developing the Pretzilla brand and has since transitioned from a multi-product bakery to a specialised pretzel bread snack business which offers a variety of soft pretzel products, including Burger Buns, Mini Buns, Sausage Buns, and Bites, distributed nationally to more than 10,000 stores.

The company manufactures all products – which are non-GMO, allergen-friendly, vegan, and kosher – in its two Milwaukee-based facilities.

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

“We know the pretzel category well and are amazed by the strides Brian Miller and his team have made to develop and produce products with such a high level of consistent quality. We are thrilled to welcome Pretzilla to the Benestar family and look forward to continued growth, through both driving new snack innovations and accelerating existing products.”

Miller Baking Company founder, Brian Miller, added: “This is an exciting time for Pretzilla. What started as a simple passion for baking pretzel bread has grown into an amazing brand that is recognised in households across the U.S.  I’m extremely proud of what the Pretzilla team and its leadership have been able to accomplish.  I look forward to watching the brand achieve totally new levels of success with the Highlander and Benestar teams.”

Jeff L Hull, President and chief executive of Highlander Partners, said: “Since forming Benestar in August 2019 with the acquisition of Evans Foods, Highlander and the Benestar team have been actively targeting add-on investments; this marks our third acquisition made under the Benestar platform. We are seeking exciting, innovative brands with strong growth potential across the snacking category and Pretzilla fits these criteria perfectly.  Pretzilla is the category leader in pretzel bread and dominates the market today due to superior innovation, consistent high quality and outstanding customer service. We intend to invest significantly in Pretzilla’s production capabilities in order to meet the growing demand for its soft fresh pretzels and our plans for robust product innovation.”