Pasadena’s Wetzel’s Pretzels is Cruisin’ into 2022 with Rose Parade Debut

Pasadena-based brand Wetzel’s Pretzels will be cruisin’ into 2022 with its inaugural float entry in the New Year’s Day Rose Parade cherished by millions of families worldwide.

The float, California Cruisin,’ shares Wetzel’s fun, light-hearted spirit and cool, SoCal vibes that inspire its fresh take on soft pretzels, the company announced. 

Combining a classic California road trip and beach party, the float features a custom-painted convertible cruising to the upbeat tunes pulsing from a boom box, with surfboards in tow. Palm trees, “gram-worthy” snacks, and iconic road signs – Route 66 and Pacific Coast Highway’s Route 1 among them – round out the scene. Partnering with Artistic Entertainment Services, the masterpiece will be constructed using hundreds of thousands of florals and natural materials in its design.

The float will embody the Rose Parade’s theme of “Dream. Believe. Achieve” and represents the ideals of the American Dream and how driven individuals can achieve ambitious, life-changing goals. 

“As a hometown, Pasadena-based brand, we’ve watched the parade pass right by our headquarters’ office in Old Town,” Jennifer Schuler, Wetzel’s Pretzels CEO, said in a statement. 

“We’re thrilled to be a participant this year as the theme ‘Dream. Believe. Achieve.’ connects deeply with our mission and is something I find so meaningful and motivating about leading a franchise organization. We’re proud to have established a profitable business model, which enables our franchisees to achieve their dreams of not only building a successful business, but also creating generational wealth for their families.”

The float will feature front-line crew members, general managers, franchise partners and support staff from around the world, showing appreciation for everyone who has contributed to the company’s continued success, the statement said. 

Wetzel’s Pretzels founders Bill Phelps and Rick Wetzel launched the company in Pasadena and opened the first bakery in Redondo Beach in 1994. Success quickly followed, leading to the creation of a fast-growing, in-demand franchise concept.

To celebrate its Rose Parade debut, guests who enter code “PARADE” in the Wetzel’s app starting on December 20 will receive a free pretzel reward to be redeemed in the New Year and will be entered for a chance to win exclusive Wetzel’s Rose Parade merch and free pretzels for a year. 

Leading up to the main event, Wetzel’s brand ambassadors will also be delighting parade goers with delicious pretzels and custom swag.

“At Wetzel’s, we strive to be that delightful moment in someone’s day, giving them the opportunity to relax, recharge and connect with others while enjoying a scratch-made pretzel straight from the oven,” Kim Freer, Wetzel’s Pretzels Chief Marketing Officer, said. “As we turn the calendar page, it seems fitting that California Cruisin’ provides a welcome reminder that it’s not about the destination, but rather, enjoying the journey.”