Wetzel’s Pretzels Names Vincent Montanelli as Brand Leader

Promoted following MTY Food Group’s recent acquisition of Wetzel’s, Montanelli aims to build on the brand’s momentum. The brand’s partnerships with Big Box retailers like Wal-Mart, growing mobile food truck fleet, and recent opening of new, streetside concept, Twisted by Wetzel’s, demonstrates new pathways for the snack category to meet guest demand.

“I was excited to join the Wetzel’s team nearly 20 years ago, because of its unique combination of serving a fresh, high-quality product, while maintaining simple operations,” said Montanelli. “In this new role, I look forward to enhancing our guest experience and growing our network in new and innovative ways.”

Montanelli’s responsibilities have included training, operations and procurement, while designing and implementing strategies to bring pretzels to the people no matter the platform. His past work with well-established brands like Jamba Juice, Baskin-Robins and McDonald’s also resulted in overarching success and executing growth plans.

Wetzel’s has been sharing its signature handheld happiness ever since its founding in Pasadena, California in 1994.