Pretzels are an innocuous sort of snack; tasty, but without the thrills and spills of a jelly doughnut or the inducement of envy in passers-by of an iced bun.
It may be of some surprise then that behind such a run-of-the-mill looking treat is a highly competitive market, both in terms of quality and quantity.
Philadelphia was recently the subject of the 'pretzel debate' in a CNN money article entitled Pretzel Wars: Four Philly companies compete to expand America's waistline, which focused both on the city's obsession for the food and the competition between pretzel companies vying for the attention - and dollars - of those obsessed with the savory snack.
Philly Pretzel Factory is an unassuming place with an assuming bank of customers. The no-thrills exterior of the site would fool anyone into believing that little success had come of the company inside. Try telling that to the expectant customers buzzing around the building like bees to honey, however.
Amy Hoover, a regular at Philly Pretzel Factory said that she visits the store every day at the same time and always orders the same thing: one bag of pretzels for her colleagues and a bag for herself (with cheesy dip).
She commented: "Let me tell you, I could not have been more thrilled when this place opened. Now, we're all really spoiled."
Factory president Dan DiZio is appreciative of such devoted customers, particularly as he started out in the pretzel industry selling another man's produce.
To have got to where he is today is beyond what he ever expected – talk about having your pretzel and eating it.
He said: "I never imagined this is how it would all turn out. I just wanted to start my own business."
However, for Mr DiZio to progress to the next level is an altogether tougher challenge, for the regional market consists of three other pretzel businesses all with fanatical followers.
Furthermore, to enter into the nationwide market would mean standing up to the giant of the pretzel industry: J&J Snack Foods.
J&J are the makers of the SuperPretzel and have eaten a large chunk of the pretzel market, including selling at pretzel hot-spots such as ball games.
However, those in Philly believe quality will shine through at the end of the day and that it is simply the case that much of the American public has yet to taste the 'real deal'.
Vince Marinelli, head of A Taste of Philly, said: "Philadelphians know the difference between a good pretzel and a horrible pretzel. Outside this area they don't know the difference. So there's some work to be done educating people."
Whatever happens however, we can be sure that the Philly-based pretzel-providers will cook up a storm.
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