USA | Southern Californian brand Wetzel's Pretzels has announced its expansion into the Indonesian market through exclusive partnerships.
Wetzel's Pretzels , the fun-loving Southern California-based pretzel brand, recently signed a deal to develop the Indonesian market with PT Era Boga Pretzel and bring the brand into the country.
This strategic agreement marks Wetzel's Pretzels first foray into the market, expanding its presence and offering Indonesian consumers a taste of its iconic pretzels.
As part of this new market entry, this milestone signifies Wetzel's Pretzels international growth and appeal and the introduction of its iconic pretzels to a new global audience.
PT Era Boga Pretzel, a part of Erajaya Food & Nourishment and a subsidiary of the publicly traded Erajaya Swasembada Tbk ("Erajaya"), will develop and operate Wetzel's Pretzels stores in Indonesia. Erajaya Food & Nourishment, a renowned retail player in multiple verticals, including food and beverage, currently operates popular concepts such as Paris Baguette, Bacha Coffee, Sushi Tei, and GrandLucky grocery stores.
"Wetzel's Pretzels embodies a fun, exciting concept offering freshly hand-rolled and baked premium pretzels, and we are thrilled to bring this iconic Californian brand to Jakarta. This also marks Erajaya Food & Nourishment's debut in presenting the grab-and-go stall format, enabling us to reach a broader audience and bring our offerings to new market segments. Our commitment remains focused on delivering innovative, high-quality products to Indonesia through exciting and inspiring brands," explained Gabrielle Halim, CEO of Erajaya Food & Nourishment.
Like all Wetzel's Pretzels' locations, the stores coming to Indonesia offer shoppers the same fresh, high-quality pretzels they have come to expect at traditional mall locations. With over 400 bakeries globally, and now expanding into Indonesia, Wetzel's Pretzels demonstrates the adaptability of its concept, featuring buildout designs suitable for malls, kiosks, food trucks, and convenience stores that seamlessly fit each footprint. Wetzel's Pretzels continues to innovate its concept by 'Bringing Pretzels to the People' in diverse settings, creating various revenue streams for franchisees around the world.
"We are thrilled for the opportunity to bring our fun-loving brand to the market of Indonesia. Erajaya's impressive business experience, their comprehensive F&B knowledge, and their passion to bring high quality products and experiences to their consumers make them the ideal master franchisee to develop the brand in Indonesia. Erajaya shares our passion to deliver our hand rolled, freshly baked, served hot from the oven soft pretzel offerings and our mouthwatering, delicious lemonade beverages in fun vibrant bakeries,' said Eddy Jimenez, Sr. Vice President of International Operations and Development at Kahala Brands.
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