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Unformatted text preview: ock and serv ice their shelv es.
T he chips were such a hit that the Wilsons built tunnel ov ens at a factory in I llinois and soon
were pushing 1 00,000 bagels through high- speed slicers ev ery 24 hours.
T hey called their bagel chips New Y ork Sty le Bagel Chips and registered New Y ork Sty le as a
trademark in much the same way they are now try ing to register Pretzel Crisps. I n 1 992, they
sold the business to Nabisco.
T he idea for Pretzel Crisps was born in 1 994. As Mrs. Wilson worked a grav ey ard shift at a
factory in Ohio making puffed pretzels, she said it hit her: “What if y ou took the middle, the air,
But initially , they couldn’t figure out how to make flat pretzels. “Ev ery thing we tried produced a
pretzel that was too brittle or too thin,” Mr. Wilson said.
So they shelv ed the idea and instead spent nearly a decade selling outsize plastic bottles filled
with popcorn, customized with the logos of sports teams.
By then, new technology had dev eloped that allowed them to produce a flat pretzel. “We called
up the deli brokers network that was in place from the bagel chips day s,” Mr. Wilson said.
“T hey were a little skeptical to begin with, but once they sampled it, they got it. “
Mr. Adamson, the brand ex pert, said that ev en if the Wilsons lost the trademark case, their
pretzel brand would surv iv e. “T hey own other distinctiv e elements and hav e a great product so
that, if they finesse it, they could end up with a black ey e and not worse,” he said. www.nytimes.com/2012/02/21/business/battle- over - pr etzel- cr isps- shows- value- of- a- br and.html?_r = 0&pag ewanted= pr int 4/4...
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This document was uploaded on 01/28/2014.
- Fall '14