Wetzel's Pretzels and Judsarfood S.A. Announce Relationship

Launching Expansion of Wetzel's Pretzels Brand into South America, Judsarfood S.A. secures Exclusive Rights for Ecuador

PASADENA, Calif., Aug. 28, 2025 /PRNewswire/ -- Wetzel's Pretzels (Wetzel's), the iconic snack brand known for its hand-rolled, freshly baked pretzels, has officially signed a deal to develop its fun-loving brand in Ecuador. The expansion is made possible through a strategic collaboration with Judsarfood S.A., a company under Judsar Holding that specializes in bringing international food and beverage franchises to the Ecuadorian market.

This marks the brand's first presence in Ecuador and introduces a product category not currently offered in the local market. Wetzel's Pretzels brings a new level of quality, flavor, and experience to Ecuadorian consumers—combining the aroma of freshly baked bread with sweet and savory flavors, all made fresh on-site.

"We're excited to introduce Wetzel's Pretzels to Ecuador as a way to connect cultures, markets, and global standards with local potential," said Juan Diego Sarmiento, Managing Director of Judsarfood S.A. "Ecuadorians are eager for new, high-quality food experiences. Wetzel's Pretzels delivers just that—with a product and brand that will raise the bar for fast-casual snacking, create jobs, and offer something truly different to our consumers."

Like all Wetzel's Pretzels locations, its brand development in Ecuador offers shoppers the same fresh, high-quality pretzels they have come to expect at traditional mall locations. With over 400 bakeries globally and expanding, Wetzel's Pretzels demonstrates the adaptability of its concept, featuring buildout designs suitable for malls, kiosks, food trucks, and convenience stores that seamlessly fit each footprint. Wetzel's Pretzels continues to innovate its concept by 'Bringing Pretzels to the People' in diverse settings, creating various opportunities for franchisees around the world.

"We're proud to welcome Ecuador into the Wetzel's Pretzels family," said Eddy Jimenez, Sr. Vice President of International Operations and Development with Wetzel's Pretzels. "This expansion reflects the global demand for our fun, fresh, and flavorful concept. Judsarfood's commitment to quality and operational excellence makes them an ideal master franchisee to introduce our brand to a market eager for innovation and great taste. We're confident Ecuadorians will fall in love with the Wetzel's Pretzels experience."

Ecuadorians can now look forward to the unmistakable aroma of freshly baked pretzels, prepared by hand, served hot, and made to order. From classic salted pretzels to indulgent cinnamon sugar twists, Wetzel's menu brings a variety of textures and flavors designed to satisfy every craving.

About Wetzel's Pretzels:
Providing a fun, fresh take on soft pretzels, Wetzel's Pretzels was founded in 1994 by Bill Phelps and Rick Wetzel in Pasadena, California. Drawing fans to its mouth-watering, portable snacks that are hand-rolled, baked fresh and served hot from the oven, word quickly spread about the delicious West Coast brand. Today, Wetzel's Pretzels has grown to more than 400 locations continuing to cultivate fanatics around the world with its SoCal vibes and "gram-worthy" snacks. As the nation's leading pretzel chain, the franchise has received numerous accolades, most recently being named on Yelp's 2024 Fastest Growing Brands, alongside Franchise Business Review's 2024 Top Franchises, and Top Culture100 lists.

About Judsar Holding:
Judsar Holding is an Ecuadorian business group with a diversified portfolio spanning key sectors such as food and fast food, retail and commercial trade, financial services, technology, and social development. Its strategic approach combines innovation, sustainability, and social value to generate a positive impact and improve efficiency in all its areas of operation.

In the retail and commercial sectors, the company operates Yalobox, a chain of convenience stores that offers practical and affordable solutions for the modern consumer.

Beyond its commercial activities, Judsar Holding promotes social responsibility and community development programs, reaffirming its commitment to the well-being of the communities in which it operates. This comprehensive approach allows the group not only to grow its business but also to actively contribute to the country's economic and social development.

SOURCE Wetzel's Pretzels