Nottingham-based Herr’s is “getting back to the flavor arena.” with their famed pretzels. Amid snack brands such as Dots and Zappos releasing creative flavors for these twisted treats, this company is following suit, writes Rebecca Logan for LancasterOnline.

“Dots has done a really good job of finding a niche or a white space in the market. They’ve really driven a lot of that growth …,” said Senior Vice President Jim E. Herr. “I think you’ve seen a response to that across the board from a lot of pretzel manufacturers to … move more toward the indulgent side.” 

While the company has previously experimented with flavors, it hasn’t gone very far. But now, they’re reintroducing something new to consumers’ taste buds. Jalapeno cheddar and honey mustard mini pub pretzels will soon be on shelves.

The company started introducing pretzels to its company in the 1980’s. Previously, Herr’s focused mostly on manufacturing potato chips. Herr’s is currently reviewing entries for a Philly-flavored potato chip. The finalists will be announced in June and will be voted on for a chance to win $5,000.  

Read more about the latest innovations in pretzel making on LancasterOnline.  

Owner Ed Herr went from Nottingham, PA to Nottingham, UK to get “pub approval” for the pub-style pretzels.