The J&J Snack Foods story is one for a classic “rags to riches” movie script. In 1971, the company was sold off in an auction as a failing soft pretzel company to Gerald Shreiber, one the food and beverage industry’s true visionaries. Shreiber bought and turned the company around with his hard work and strong entrepreneurial spirit leading to the large and growing company we know today. Five decades and multiple brand acquisitions later, J&J Snack Foods has evolved into an iconic snack food portfolio serving a number of major sectors of the entertainment and foodservice market.
“Over the years, Gerry grew the company through both organic growth and acquisition. The first product he started with was the SuperPretzel,” said Dan Fachner, President and CEO of J&J Snack Foods. “He then went on to purchase the ICEE company, which was at that time was a relatively small distributor out west. Over time, he grew the ICEE business the same way he did with SuperPretzel, starting with a small group of ICEE distributors and acquiring additional regional distributors over time, ultimately molding the total business into a powerful national brand.”
From there, the J&J portfolio grew to include Luigi’s Italian Ice, Philly Swirl, The Funnel Cake Factory, Hola Churros, and a host of frozen novelty products. These brands also included bakery products under the Hill & Valley brand, and even hand-held sandwich products sold in a private label format to top big-box retailers. Over the years, J&J’s brands and products have earned a special loyalty among generations of U.S. consumers
Fachner and the current management team share Schreiber’s ability to read both the current and future needs of their diverse customer base. Consumer preferences continue to evolve, creating new opportunities for restaurant and foodservice operators. Today’s guests expect convenience, customization, and menu options that fit a variety of lifestyles and wellness goals.
That focus on healthier choices has been driven, in part, by the growing popularity of GLP-1 medications. J&J understands that while this trend is changing the way consumers purchase and consume snack foods, people remain interested in tasty and enjoyable food experiences. As a result, they are bringing to their operator partners options that include smart portions, premium ingredients, and added benefits, while not sacrificing taste and enjoyment.
J&J sees this shift as an opportunity for innovation as they monitor current health and diet trends while not forgetting what consumers love about their products. “This year our R&D team released a protein-enriched pretzel under the SuperPretzel brand that tastes like the ones you grew up with, soft and delicious,” said Fachner. That commitment to a changing marketplace also resulted in the evolution of the ICEE frozen beverage lineup, reducing the calories per ounce from an average of 13 to 8 calories per
serving.
Fachner has built an all-star team of executive talent to write the company’s next chapter. One leader within that group is veteran Coca-Cola executive Lynwood Mallard who serves as J&J’s Chief Marketing Officer. “We focus on three areas: marketing, evolving design, and innovating based on consumer trends. It’s those three things that keep J&J brands fresh and relevant.”
Mallard and his marketing team are redefining the way J&J meets the evolving needs of consumers across channels. It is almost impossible to avoid seeing a soft Bavarian SuperPretzel at a ball game or an ICEE frozen beverage in a movie theater. Beyond those channels, J&J has a vast reach across the foodservice landscape including convenience stores, restaurants, college dining, delis, and K-12.
Fachner and J&J Snack Foods are on an on-going search to find new menu solutions to respond to the ever-changing needs of their customer base, leading to strategic acquisitions such as Dippin’ Dots, purchased by J&J in 2022. ”Dippin’ Dots is a widely recognized and loved brand that extended the J&J portfolio into ice cream. As the number one beaded ice cream in the country, Dippin’ Dots represented the opportunity to expand the business in its existing form, which requires -40-degree freezers, while innovating into a dot that required normal freezing points and could exist in more freezer formats including retail. As we developed that version of the product, it has enabled immediate expansion into incremental channels. We’re excited about this growth opportunity for the brand.”
The Mount Laurel, NJ, company continues to innovate across frozen novelties, such as the smaller-portioned Luigi’s Mini-Pops with electrolytes and antioxidants and its new Dogsters ice cream sandwiches that complement its popular and growing Dogsters ice cream business, which are ice cream-style, frozen treats specifically formulated for dogs who also crave a tasty treat.
J&J Snack Foods helps operators drive traffic and differentiate their menus with flexible seasonal and limited-time offerings. “LTOs let operators surprise and delight their guests, and test new items without a permanent commitment,” Mallard noted. “Our snacks and sides deliver value, generate excitement, and help restaurant brands differentiate themselves in a highly competitive environment. Across QSR and other restaurant segments, our goal is to create LTOs that work operationally, financially, and most importantly, in delighting the guests of those restaurants.”
Creative food and beverage offerings can turn an ordinary outing into a memorable experience. For generations, J&J Snack Foods has helped restaurant and foodservice operators excite guests with craveable, distinctive menu items that are easy to prepare and built to drive profitability. To explore the complete J&J Snack Foods lineup, visit www.jjsnackfoodservice.com.
