Utz Expands into Protein Snacks with NYC Pop-Up and National Giveaway — Utz Brands, Inc.

Event summary

Utz Brands launched its new protein snack line, including Protein Pretzels and Protein Cheese Curls, with a pop-up event in Union Square Park on September 24, 2026.
The event offered free samples, branded gear, and a social media engagement wall, featuring influencer Ross Pomerantz (@Corporate.Bro).
Utz is also giving away 2,000 full-size bags of the new protein snacks nationwide via text or online registration.
The new products contain 8 to 10 grams of protein per serving and are made without artificial flavors.

The big picture

Utz's foray into protein snacks aligns with the growing consumer demand for healthier, high-protein snack options. The company is leveraging influencer partnerships and national giveaways to build awareness, a strategy that could help it capture market share in a competitive category. The success of this initiative will depend on whether Utz can maintain product quality and consumer interest beyond the initial marketing push.

What we're watching

Market Positioning: How Utz's entry into the protein snack category will affect its competitive standing against established players like Kind and Quest.
Consumer Reception: Whether the new protein snacks will resonate with health-conscious consumers and drive long-term sales growth.
Marketing Effectiveness: The pace at which Utz can convert pop-up event engagement and free sample giveaways into sustained brand loyalty and repeat purchases.