---
title: "Wetzel’s Pretzels Names Vincent Montanelli as Brand Leader"
url: https://burnaze.com/article/a3ae7a71-8b5f-4c8a-bf6b-f1b5ff6c6f11
source: "Franchising.com"
original_url: https://www.franchising.com/news/20230518_wetzels_pretzels_names_vincent_montanelli_as_brand_leader.html
category: "Snacks & dessert"
industry: "Restaurants"
segment: "Snacks & dessert"
topics: ["Development & multi-unit"]
published: 2023-05-18T12:00:00.000Z
modified: 2026-10-31T20:33:12.204Z
image: https://images.unsplash.com/photo-1497366811353-6870744d04b2?w=1600&q=80&auto=format&fit=crop
---

# Wetzel’s Pretzels Names Vincent Montanelli as Brand Leader

**TL;DR:** Wetzel's Pretzels appointed Vincent Montanelli as its brand leader after being acquired by MTY Food Group. Montanelli aims to build on the brand's momentum and enhance the guest experience.

*originally published in Franchising.com on 2023-05-18. [Read the original](https://www.franchising.com/news/20230518_wetzels_pretzels_names_vincent_montanelli_as_brand_leader.html).*

## Story

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.

## Entities

- Franchising.com (publication)
- Restaurants (sector)
- McDonald's (company)
- acquisition (topic)
- Walmart (company)
- Wetzel's Pretzels (company)
- Jamba Juice (company)
- MTY Food Group (company)
- Vincent Montanelli (person)
- brand leadership (topic)
- snack category (topic)
- MTY Food Group acquisition of Wetzel's Pretzels (deal)

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Originally reported by Franchising.com (https://www.franchising.com/news/20230518_wetzels_pretzels_names_vincent_montanelli_as_brand_leader.html). Summarized by Burnaze (https://burnaze.com/article/a3ae7a71-8b5f-4c8a-bf6b-f1b5ff6c6f11).