What's Happening
Kindling, the protein pretzel brand, has launched a new Peach BBQ flavor of its Power Twists, now available at Target for $6.49 per 6.5-ounce bag. The flavor pairs sweet summer peach with smoky, tangy barbecue seasoning on the brand's whole-grain, baked pretzel base.
Each serving delivers 8 grams of plant-based protein, 2 grams of fiber, and 130 calories, with the protein coming from a blend of wheat protein isolate and pea protein. Like the rest of the line, the pretzels are baked rather than fried, non-GMO, made in a nut-free facility, and marketed as macro-friendly and GLP-1 compatible. Peach BBQ joins an existing Target lineup that includes Sea Salt, Dill Pickle, Honey Mustard, Garlic Parmesan, and Churro. Early reviews on Target's site are strong, with several noting the peach reads as subtle and the overall profile lands closer to a sweet BBQ chip.
Why It Matters
The flavor choice is a smart read on two trends at once. Barbecue is a reliable summer-seasonal hook, and dilly, sweet-heat, and unexpected flavor profiles are driving the snack category right now. Layering peach on top of BBQ gives Kindling a distinctive, talkable flavor that stands out on a shelf full of conventional options, which is exactly the kind of differentiation a young brand needs to earn repeat purchases and word of mouth.
The bigger story is the protein-pretzel whitespace Kindling is racing to own. The protein snack aisle is crowded with bars, meat snacks, bites, and shakes, but pretzels were largely left behind until brands like Kindling moved in. By steadily expanding its flavor range at a major retailer like Target, Kindling is working to lock down shelf space and brand recognition in a niche it helped define, before larger players decide the category is worth entering.
Bigger Picture
Kindling's rise reflects how protein has become the default value proposition across the entire snack aisle. Founded in late 2024 in Nashville by Cameron Smith, who previously helped build protein-pancake brand Kodiak, and marketing lead Brandon Porras, the company applied a familiar playbook: take a nostalgic, universally loved food and re-engineer it with protein and a cleaner label. That approach has moved fast, with the brand reportedly doubling pretzel category sales on Amazon in its first month and building momentum through Costco roadshows before landing in Target.
The competitive dynamic is intensifying, though. Target's own up&up store brand now sells protein pretzels, FitJoy plays in the same functional-pretzel space, and the broader category is heating up, underscored by Hershey's recent $1.2 billion move to acquire major pretzel brands. Kindling's bet is that flavor innovation and first-mover positioning in the protein-pretzel niche can keep it ahead as bigger names take notice. A buzzy seasonal flavor like Peach BBQ is a low-cost way to keep generating attention and shelf velocity while that race plays out.
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