I’m happy to announce Frito-Lay is bringing back, by very popular demand, Rold Gold Hard Sourdough Pretzels! As someone who once managed the Rold Gold brand for Frito-Lay, and more importantly, is a big fan of hard sourdough pretzels –- which are larger and crunchier than their bite-sized cousins -- this is great news.
Shortly after we discontinued Rold Gold Hard Sourdough Pretzels in late 2008, we began hearing from our loyal consumers who missed them. One woman told us:
"I've searched all my stores for these and can't find them anymore. If you've stopped making them, let me know so I can tell my husband and he can begin his mourning process."
It’s no surprise to me that we received a flood of calls like this. We make Rold Gold Hard Sourdough Pretzels in the heart of Pennsylvania Dutch country, the home of U.S. pretzels. Our recipe uses classic sourdough ingredients, and we hand twist the dough then slow bake it, using a traditional pretzel baking process.
The volume of consumer feedback we received after discontinuing Rold Gold Hard Sourdough Pretzels drove our decision to bring them back this year.
Our Marketing team has a variety of plans to help spread the word about the reintroduction. "We're having fun with our marketing campaign and will launch a tongue-in-cheek print ad (sample above) demonstrating that Rold Gold is the gold standard in sourdough pretzel snacking,” Sindhura Polasanapalli (pictured right), Rold Gold associate marketing manager, told me.
Sindhura’s team is also hosting sampling events and offering coupons in select markets. “We know that once consumers try Rold Gold Hard Sourdough Pretzels, they'll love them," Sindhura explained.
You may remember a TV advertising campaign for Rold Gold Pretzels starring Jason Alexander of Seinfeld fame that aired more than a decade ago. I remember one spot in particular my wife, Janis, and I saw air during Super Bowl XXIX, while attending a Super Bowl party. At halftime, everyone watched the TV as Jason Alexander appeared to parachute into the stadium and onto the football field where the Super Bowl was being played with a bag of Rold Gold pretzels in hand and his faithful dog, Sparky, strapped to him. Of course, it was a joke. It was a taped commercial, but it took a moment for everyone to catch on since it looked so real.
Over the years, we’ve launched a variety of flavors and shapes and aired funny ad spots for Rold Gold, but Janis and I are most excited about the reintroduction of the sourdough pretzels. We'll be keeping our eyes out for the snack at our local supermarket.
my dad worked for fritos way back in the 60,s we ate fritos, a lot. fritos is comfort food, tastes the same as it did than and now. lots of food is gone from my youth, thanks for the comfort of being unchanged.
Posted by: cindy rusch | May 18, 2010 at 10:20 AM
Where can I buy them?
Posted by: joe | October 12, 2010 at 07:37 PM