Rold Gold Pretzel Crackers and Dippers

CHALLENGE

Riding a demand for more salty and sweet combinations, Frito Lay has dreamed up two innovations for Rold Gold; pretzel sandwich crackers and pretzel sticks.

SOLUTION

Rold Gold pretzels are a logical snack food to be paired with the classic flavor pairings of cookies and cream, fudge, and cheddar. We celebrated the new forms and created consumer anticipation by dancing the salty pretzels across a flood of flavor. The smiling brand arch and pretzeled typography bring joy and fun to snacking on the go.

BRANDING | PACKAGING