Whole Foods, Costco success story: 95-year-old business bets it all on the pretzel bun

Whole Foods, Costco success story: 95-year-old business bets it all on the pretzel bun

by MSI General, March 1, 2018
by: Maggie Overfelt |   

Appearances on Top Chef and on the plate of a high-end New York City sushi chef have brought 15 minutes of fame to Miller Baking’s Pretzilla bun. The industrial bakery is planning to make the fame last: It’s overhauled operations to focus on pretzel bread, or bust.

The pretzel bun craze might have peaked nationwide four years ago, when everyone from Wendy’s to Sonic was featuring it as part of their regular menus. But Pretzilla, an 8-year-old, high-end pretzel bun brand out of Milwaukee, is having a moment.

Its newfound notoriety includes a January sighting on Top Chef, when a contestant made a sausage slider encased in a Pretzilla hot dog bun. There was also lots of unsolicited media coverage in November in several New York City publications, which featured Pretzilla’s core product as the poster bun for the beef or lamb burger at Tetsu, a new restaurant opened by sushi chef Masa Takayama.

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