The interest in high-protein snacks has been hitting the industry for so long, it is now more evergreen than trendy. The ongoing consumer demand for treats that offer a boost of protein has producers continuing to demonstrate creativity, putting protein in all sorts of sweet and savory products, such as plant-based bars and celebrity-backed popcorn.

Recent arrival on the protein-packed scene is Kindling Snacks, a brand that offers pretzels with extra oomph. To learn more about the brand and its recent growth, Snack Food & Wholesale Bakery connected with Cameron Smith, CEO and founder.

Before Kindling, I was part of the early team that built Kodiak Cakes, which gave me a front-row seat to building a brand from the ground up. I was heavily involved in our sales, marketing, operations, and innovation efforts. This helped me become aware of how consumers were approaching our brand and how we could disrupt the category. I have always loved food, especially whole-grain foods. I would always ask my mom for the brown bread because I liked the taste more. 

The spark for Kindling started in my kitchen in Nashville. It was a struggle to find food to put in my kids' lunchboxes; everything was either lacking in nutrition or taste. So, I decided to try and make something better: something with real ingredients, real flavor, and enough protein actually to be filling. After countless trial runs and a lot of feedback from my kids, we landed on a recipe that everyone loved, and I knew we had something worth sharing. The idea grew from there, and Kindling became about more than just snacks; it became about fueling life’s best moments. 

Protein has always been essential, but recently, more and more Americans, especially younger generations, are eating smaller yet snackable meals throughout the day. This means more demand for high-protein products that can also be eaten on the go. We also know that protein helps you stay full, stay focused, and fuel your day. We have seen more consumers turning to high-protein foods for various reasons, whether it's women in menopause, adolescents who are managing ADHD, or even those who are on GLP-1 medications. With this in mind, we created a snack that is great for the whole family, anywhere and anytime, that delivers protein in a way that tastes great.

Kindling pretzels are made with 100% whole grain wheat flour and deliver 8 grams of protein and 3 grams of fiber per serving. They're non-GMO, free from additives and artificial flavors, and baked to a perfect crisp—so every bite gives you that classic pretzel crunch, but with a little more substance. Our current flavors are Sea Salt, Honey Mustard, Garlic Parmesan, and Dill Pickle. Our dill pickle flavor is a fan favorite. We wanted this to taste like a real dill pickle – tangy, briny, and bold – and it delivers on that!

JS: How has your company grown in recent months/years? You’ve made your way onto some notable stores’ shelves.

CS: We are thrilled with the brand's growth so far, despite being in our first year of business. In our first month, Kindling outsold other pretzel brands on Amazon by more than double. Additionally, Costco rotations have sold out, and road shows have consistently outperformed expectations. Currently, Kindling can be found on Amazon as well as in select Costco, Harris Teeter, and HyVee retail locations. 

JS: What’s next for your company?

CS: With Kindling in its first year, we’re just getting started. Our team is exploring new flavors and expanding into additional retailers. I continue to share with the team that we are in the planning, plowing, and planting stage of this brand. We won’t be able to harvest for a few seasons, and if we do this right, the harvest will be great. 

JS: Anything to add?

CS: Kindling is about more than just snacking; it’s about empowering individuals to explore further, play more, and adventure longer. We represent boldness, resilience, and the spark inside all of us. 

Related: Kindling debuts protein pretzels, expands retail presence

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Jenni Spinner is the chief editor of Snack Food and Wholesale with more than 25 years of experience in business-to-business communications. She has written extensively about food production, safety and packaging; pharmaceutical drug development; concrete and masonry construction; and more. She holds a Bachelor’s in Communications from the University of Illinois. Jenni can be reached at [email protected].