Wetzel’s Pretzels, the Southern California-based pretzel brand, has announced a partnership with PT Era Boga Pretzel, a subsidiary of Erajaya Food & Nourishment, to bring its iconic pretzels to Indonesia. This deal marks Wetzel’s first entry into the Indonesian market, expanding its global presence and offering Indonesian consumers the opportunity to enjoy its signature hand-rolled and freshly baked pretzels.
Erajaya Food & Nourishment, a key player in Indonesia’s food and beverage industry, currently operates well-known brands such as Paris Baguette and Sushi Tei. With this new venture, the company aims to introduce the grab-and-go stall format, making Wetzel’s Pretzels more accessible to a broader audience. The brand will offer a variety of fresh pretzel products, including the Wetzel’s Original Pretzel, Cin-A-Bitz, and frozen granitas.
Eddy Jimenez, Senior Vice President of International Operations at Kahala Brands, expressed enthusiasm for the collaboration, citing Erajaya’s expertise in bringing high-quality food experiences to the market. Wetzel’s Pretzels will begin its expansion in Jakarta and continue to develop locations throughout Indonesia, contributing to the brand’s international growth.