Snyder’s of Hanover Made a Pretzel Keg for Oktoberfest

The Campbell's snack brand is encouraging people to celebrate at home

The Campbell Soup Company's snacks segment grew 11% to $1.09 billion for the quarter ending Aug. 2. Snyder's of Hanover
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Key Insights

Add Oktoberfest to the list of events either altered or canceled due to the ongoing public health crisis.

With the celebration, hosted annually in Munich, Germany, called off, Campbell’s snack brand Snyder’s of Hanover is attempting to bring a semblance of the merriment into people’s homes instead. The company has partnered with New York-based craft brewery Captain Lawrence to create a novel product that combines the two staples of Oktoberfest: pretzels and beer.

The Snyder’s Pretzel Keg consists of a 27-ounce canister of Snyder’s pretzel rods sitting on top of a 5-liter keg of Captain Lawrence’s Märzen-style lager, wrapped together in a branded sleeve. Beginning this Wednesday, anyone aged 21 or over can purchase one of the limited-edition items for $49.99.

“No one wants to miss out on the festivities this year, so it’s up to all of us to create our own Oktoberfest with friends and family at home this season,” said Betsy Morreale, vp of marketing for Campbell’s salty snacks division.

It’s not the first time the pretzel brand has tied itself to the folk festival. In 2014, Snyder’s released an Oktoberfest pretzel, “crafted in the old-world style of the traditional Bavarian pretzel.” Last year, Snyder’s sponsored Denver’s Oktoberfest celebrations.

“Oktoberfest is one of the brand’s favorite pretzel holidays,” Morreale said.

Throughout the pandemic, brands have sought creative ways to maintain consumer behaviors that involve their products. In June, beer brand Dos Equis gave away 6-foot-long coolers so people could keep their beverages on ice while hanging out at a safe social distance. More recently, Mars Wrigley unveiled a trick-or-treat app, which allows people to hand out virtual Snickers, Twix and Skittles that can be redeemed for the real thing at participating retailers.

Restaurant closures, remote work and apprehension about venturing too far from home during the Covid-19 outbreak have provided packaged-food producers such as Campbell’s with a boost. The company’s snacks segment, which includes brands Late July, Pepperidge Farm and Snyder’s of Hanover, reported net sales growth of 11% to $1.09 billion for the three months ending Aug. 2. Campbell’s increased its marketing spend for its snacks business by 38% during the quarter to help retain new customers.

As Janda Lukin, chief marketing officer of Campbell’s snacks unit, said: “Even as some of the earlier Covid demand slows, we are well positioned for the future, where we expect snacks will continue to be a primary driver of growth in the food industry.”

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@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.