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Crunching Savory Success Unique Snacks Celebrates Double-Digit Growth in 2023

Norm Cross was promoted to Vice President, Brand Sales and Marketing, and Jacob Merrill was promoted to Director of E-commerce.

Feb 02, 2024

Norm Cross, Vice President, Brand Sales and Marketing.

by Unique Snacks

Unique Snacks, a 103-year-old, sixth-generation family-owned and operated snack industry innovator, continued to grow its brand and expand the availability of its signature snacks in 2023. Among other achievements, the business grew its brick-and-mortar distribution sales by 18% year-over-year, generated 20% year-over-year growth in Amazon sales, and had a highly successful launch of an entirely new snack category – Puffzels – a gluten-free, non-fried, non-GMO Project Verified puffed snack that provides Big Puff Flavor, Fun Pretzel CrunchTM.

Due to Unique Snacks’ continued growth and momentum leading into 2024, Norm Cross was promoted to Vice President, Brand Sales and Marketing. In his new role, Cross will lead the continued growth of grocery chain ACV, DSD Distribution, and Unique Snacks’ expansion with convenience store chains, club store accounts, drug stores, and e-commerce offerings.

Jacob Merrill, Director of E-commerce.

Jacob Merrill was promoted to Director of E-commerce at Unique Snacks to manage the brand’s continued online growth. Merrill will manage all aspects of online sales, marketing, and fulfillment for the web store and expand the business’s Amazon marketplace.

“We had a remarkable year, and our continued growth is due to the support of our loyal fans and the efforts of all of our dedicated employees,” stated Justin Spannuth, Chief Operating Officer of Unique Snacks. “We’re looking forward to an exciting 2024 and introducing innovations to meet our customer’s interests for more flavor profiles, new high-quality snacks, and health-conscious snack options made with More Flavor, Fewer Ingredients, and Smarter Baking.”

Unique Snacks launched its newest innovation, Puffzels, in 2023, which are already selling in more than 25 major retail chains, including Shoprite, Giant Eagle, Safeway Mid-Atlantic, Tops, and Sprouts, representing more than 1,871 stores across the country. The company expanded its reach in the drug store business, adding accounts with Walgreens and CVS to its existing business with Rite Aid and other drug stores. Unique Snacks also made major inroads in the convenience store space, working with Stewart’s Shops, Quick Chek, and other convenience store chains to make the company’s signature pretzels and Puffzels available as grab-and-go or take-home snacking options.

To learn more about Unique Snacks and its signature snacks made with More Flavor, Fewer Ingredients, and Smarter BakingTM, please visit Follow Unique Snacks on LinkedIn at Unique Snacks, on Facebook at @UniqueSnacksUSA, on Twitter at @UniqueSnacksUSA, and on Instagram at @UniqueSnacksUSA. To learn more about Folds of Honor or to make a donation, visit

Unique Pretzel Bakery is a sixth-generation, family-operated business based in Reading, PA, the Pretzel Capital of the World. In 2020 and ahead of the business’s 100th anniversary in February 2021, the company rebranded as Unique Snacks to pursue added growth in other healthy snack categories. All of the company’s crunchy and flavorful Unique Pretzels are made from a secret family recipe —slow-baked in an all-natural process that sets them apart. Unique Pretzels is home to Unique Splits, the original split-open pretzel, hollow Pretzel Shells, and other healthy, delicious pretzels that deliver a serious crunch. These aren’t just pretzels; they’re Unique!

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