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Bakery Succeeds With Variations Of One Core Product: The Pretzel Bun

February 23, 2018: 12:00 AM EST
Miller Baking Company owner Brian Miller is both pleased and surprised that the company’s flagship product is suddenly garnering a lot of positive publicity. The eight-year-old pretzel bun brand known as Pretzilla was featured in several New York City publications when chef Masa Takayama used it to wrap beef and lamb burgers at his newly-launched Tetsu restaurant. The original baking company that Miller’s family purchased in 1970 used to sell 175 different baked goods in Milwaukee. But it now concentrates on only four core pretzel bread variations sold nationwide: burger buns, mini buns, pretzel bites, and sausage buns. [Image Credit: © Miller Baking Company]
Maggie Overfelt, "Whole Foods, Costco Success Story: 95-Year-Old Business bets it all on the Pretzel Bun", CNBC, February 23, 2018, © CNBC LLC
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