PRETZELS (SHELF-STABLE) (CHART)

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Rank Dollar sales to date Market share

'94 '93 Brand 1994 % chg 1994 1993

1 1 Rold Gold $93.6 59.6 17.6 13.3

2 2 Snyder's of Hanover 75.5 41.5 14.2 12.1

3 3 private label 40.2 6.5 7.5 8.6

4 4 Nabisco Mr. Phipps 36.4 3.7 6.8 8.0

5 5 Mister Salty 30.5 15.1 5.7 6.0

6 12 Eagle 27.2 187.6 5.1 2.1

7 7 Bachman 26.2 15.1 4.9 5.2

8 6 Keebler 20.4 -11.0 3.8 5.2

9 8 Combos 19.9 11.9 3.7 4.0 10 9 Quinlan 12.1 6.0 2.3 2.6

Total pretzels 532.7 21.0 100.0 100.0

Dollars are in millions for 52 weeks ended April 9, 1994

Snyder's may have "pretzelnality," but Rold Gold has the big ad budget of a Frito-Lay product. Encouraged by category growth, Frito this year decided to begin seriously advertising its pretzel brand; spots from DDB Needham, Chicago, feature actor Jason Alexander.

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