Wetzel’s Pretzels is a Southern California-based brand. Credit: The Image Party/Shutterstock.

Southern California-based pretzel brand Wetzel’s Pretzels has announced its first venture into the Indonesian market by signing a development agreement with PT Era Boga Pretzel.

PT Era Boga Pretzel, part of Erajaya Food & Nourishment and a subsidiary of Erajaya Swasembada Tbk, will be responsible for developing and operating Wetzel’s Pretzels stores across the country. 

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Erajaya Food & Nourishment is known for its retail stores in various verticals. 

The upcoming locations in Indonesia will provide the same shopping experience that customers expect from the brand’s traditional mall outlets.  

With a global footprint of 400 bakeries, the brand’s move into the country showcases the adaptability of its concept, which is designed to suit diverse environments including malls, kiosks, food trucks and convenience stores. 

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Wetzel’s Pretzels continues to adapt its “Bringing Pretzels to the People” philosophy to different settings.  

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Erajaya Food & Nourishment CEO Gabrielle Halim said: “Wetzel’s Pretzels embodies a fun, exciting concept, offering freshly hand-rolled and baked premium pretzels, and we are thrilled to bring this iconic Californian brand to Jakarta.  

“This also marks Erajaya Food & Nourishment’s debut in presenting the grab-and-go stall format, enabling us to reach a broader audience and bring our offerings to new market segments. Our commitment remains focused on delivering innovative, high-quality products to Indonesia through exciting and inspiring brands.”  

MTY Group acquired Kahala Brands in 2016 and Wetzel’s Pretzels in 2022. Dallas-based private equity firm CenterOak Partners divested Wetzel’s Pretzels to the MTY Group in December 2022.  

Kahala Brands international operations and development sr vice president Eddy Jimenez said: “Erajaya’s impressive business experience, their comprehensive F&B [food and beverages] knowledge and their passion to bring high-quality products and experiences to their consumers make them the ideal master franchisee to develop the brand in Indonesia.”