Wetzel’s Pretzels will launch in Indonesia

Wetzel’s Pretzels, an American pretzel company, has teamed with Era Boga Pretzel as a master franchisee to bring the brand to Indonesia.

Wetzel’s Pretzels, which opened in California in 1994, is well-known for its freshly baked pretzels and frozen granitas. It has expanded to 400 locations worldwide since its inception.

Boga Pretzel, a subsidiary of Erajaya Swasembada, will build and run Wetzel’s Pretzels outlets around the country.

Erajaya is a well-known retailer that operates a variety of food and beverage brands, including Paris Baguette, Bacha Coffee, Sushi Tei, and GrandLucky grocery shops.

According to Gabrielle Halim, CEO of Erajaya Food & Nourishment, while Wetzel’s plans to open stores in typical malls, the company will also offer kiosks, food trucks, grab-and-go, and convenience stores.

“Our commitment remains focused on delivering innovative, high-quality products to Indonesia through exciting and inspiring brands,” according to Halim.