Pretzel chain Wetzel’s Pretzels has partnered with Era Boga Pretzel as its master franchisee to launch the brand in Indonesia. 

Established in California in 1994, Wetzel’s Pretzels is known for its range of freshly baked pretzels and frozen granitas. It has grown to 400 locations worldwide since its launch.

Boga Pretzel – a subsidiary of Erajaya Swasembada – will develop and operate Wetzel’s Pretzels stores in the country. 

Erajaya is a known retailer operating various food and beverage concepts, including Paris Baguette, Bacha Coffee, Sushi Tei, and GrandLucky grocery stores.

Gabrielle Halim, CEO of Erajaya Food & Nourishment, said that while Wetzel’s will open stores in traditional malls, the company will also offer other formats such as 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,” said Halim.