Wetzel's Pretzels is launching a new store concept aimed at Gen Z and millennials – take a look inside

• Wetzel's Pretzels is launching a new store concept that will sell innovative takes on the typical pretzel.
• Twisted will sell pretzel cones filled with ice cream and sweet and savory pretzel versions of loaded fries.
• The launch will see the chain move out of malls as it targets Gen Z and millennial customers.

California pretzel chain Wetzel's Pretzels is launching a new store concept specifically targeting Gen Z and millennials.

Twisted, as the new stores will be called, will sell innovative takes on the typical pretzel. There'll be both sweet and savory options available, ranging from pretzel chimney cakes – ice cream served inside a cone made from sugar-coated pretzel dough – to a pretzel version of loaded fries, with toppings including bacon and s'mores ingredients.