October 30, 2025
From Seasonal to Standout: Dot’s Scores Big
Bold flavor has always been central to the Dot’s Homestyle Pretzels growth strategy. As the #1 pretzel brand in the U.S., Dot’s continues to evolve with consumer tastes and show up in the moments that matter most.
That’s why football season—one of the biggest salty snacking occasions of the year—was the perfect time to debut Dot’s Homestyle Pretzels Buffalo Flavored Seasoned Twists. Originally thought to be a limited-time-only offering, the product quickly gained momentum through strong consumer excitement and customer feedback, earning its place as a permanent addition to the portfolio. It was the right innovation at the right time, connecting with fans during a moment they’re already passionate about.
But this launch represents more than just a new flavor. It’s a powerful example of how Hershey leverages consumer insights, cultural relevance, and flavor innovation to strengthen its brands and advance its broader salty snacking strategy—turning consumer passion into sustained category growth.
Bold, Spicy Flavors Are Heating Up the Snack Aisle
Flavor is the engine of discovery in salty snacks, and Dot’s Homestyle Pretzels is leading the charge with bold, crave-worthy innovations like Parmesan Garlic, Cinnamon Sugar and now Buffalo. Backed by consumer insights showing that spicy snacks account for 17% of salty snack sales—and that 84% of Dot’s fans actively seek spicy options—Buffalo was the natural next step.
And the timing couldn’t have been better. With 81% of consumers viewing the Dot’s brand as a perfect fit for sports-watching occasions, Buffalo flavor aligns seamlessly with football season, tailgates and gatherings. Early results are strong: $3M in seasonal sales and 36% driven by merchandising support, proving the power of retail collaboration and consumer excitement.
Dot’s Homestyle Pretzels continues to redefine what pretzels can be—delivering bold flavor for culturally relevant moments while expanding snacking occasions. And with food channel distribution growing, Buffalo is showing long-term potential to reshape the pretzel aisle well beyond the season.
How Dot’s Is Rewriting the Pretzel Playbook
The Dot’s Homestyle Pretzels innovation playbook shows how bold flavor and cultural timing can turn consumers into loyalists and category growth into long-term leadership—and the buffalo launch extends this proven formula.
Dot’s Homestyle Pretzels now holds a 22.5% share of the pretzel category year-to-date and is driving category gains. It’s a case study of how Hershey’s salty portfolio – alongside powerhouse brands SkinnyPop Popcorn and Pirate’s Booty Puffs – continues to deliver results.
With this momentum, Hershey is redefining what leadership looks like in snacking – unlocking new opportunities to deliver even more moments of goodness for consumers.