Utz Snack Squad Set to Shake Up Afternoon Snacking in Union Square Park
Utz Brands, Inc., a leading U.S. manufacturer of branded salty snacks, is taking its newest products to the streets of New York City with an afternoon pop-up designed to introduce consumers to its latest protein-forward offerings. The company will bring its new Utz® Protein Pretzels and Utz® Protein Cheese Curls to Union Square Park as part of its “Say Yes” campaign, giving students, professionals and snack fans an opportunity to sample the new products while enjoying giveaways and an interactive brand experience.
The Utz Snack Squad will host the special activation on Thursday, Sept. 24, from 3 to 5 p.m. ET at Union Square Plaza, located on Broadway between E. 17th Street and E. 18th Street. The two-hour event is designed to offer New Yorkers a convenient afternoon snack break while showcasing Utz’s newest products and encouraging consumers to embrace the moments and opportunities that come their way.
Visitors attending the pop-up will have the opportunity to sample Utz Protein Pretzels and Protein Cheese Curls for free. In addition to product samples, attendees can receive a “Say Yes Survival Kit” featuring Utz-branded merchandise, while supplies last. The activation will also include a “Share Your Yes” wall, where guests can share what they are choosing to “Say Yes” to this fall and potentially extend the experience to social media.
Adding to the event, Ross Pomerantz, known online as @Corporate.Bro, will make a special appearance. Pomerantz will join the Utz Snack Squad during the activation, giving visitors another opportunity to participate in the campaign and connect with the personality-driven side of the brand.
Utz Expands Into Protein-Forward Snacking
The New York City event comes as Utz expands its portfolio into the growing protein-forward snacking category. The new Protein Pretzels and Protein Cheese Curls are designed to combine the familiar flavors associated with Utz snacks with additional protein, offering between 8 and 10 grams of protein per serving.
For consumers looking for a savory snack during a busy afternoon, the new lineup provides several flavor choices across pretzels and cheese curls. Utz Protein Pretzels are made with pea protein and are available in three varieties: Sea Salt, Cheddar and Honey Mustard.
The brand is also introducing Protein Cheese Curls in two flavors: Cheddar and Hot & Spicy Cheddar. These cheese curls are made with whey protein and are intended to deliver the classic cheesy snacking experience associated with the Utz portfolio while adding a protein component.
All products in the new protein-focused lineup are made without artificial flavors, according to the company.
The products are positioned as convenient options for consumers who want more protein in their snack choices without moving away from the bold, savory flavors traditionally associated with pretzels and cheese snacks.
“ The right afternoon snack can make a big difference in how you take on the rest of your day,” said Stacey Schultz, senior vice president of marketing at Utz Quality Foods, LLC, a subsidiary of Utz Brands, Inc. “Our new Utz Protein Pretzels and Protein Cheese Curls are here to help people get more ‘yes’ out of their day by giving them great-tasting snacks with protein to power through, so they can say yes to whatever comes next.”
Free Protein Snacks Available Nationwide
Utz is extending the “Say Yes” campaign beyond New York City by giving 2,000 consumers across the country an opportunity to receive a full-size bag of its new Protein snacks for free.
The limited-time offer includes 400 bags of each of the five available flavors. Eligible consumers can receive either a 9- to 9.5-ounce bag of Utz Protein Pretzels or a 6-ounce bag of Utz Protein Cheese Curls.
Consumers interested in participating can text PROTEIN to 68559 or visit utzsnacks.com/SayYes. The offer is available on a first-come, first-served basis and remains available only while supplies last. Each person is limited to one offer.
The nationwide giveaway provides consumers who cannot attend the New York City event with another way to discover the new Utz products and participate in the “Say Yes” campaign.
Connecting Snacks With the Afternoon Break
The Union Square activation reflects the role that snacks often play in the middle of a busy day. With students heading between classes and professionals navigating work schedules, the afternoon can be a natural moment for consumers to take a short break and recharge.
Utz is using the pop-up to turn that everyday snacking occasion into an interactive brand experience. Rather than simply distributing product samples, the company is combining food, merchandise, social engagement and an in-person appearance to create a broader campaign around its new protein snacks.
The “Share Your Yes” wall is expected to give attendees an opportunity to participate directly in the campaign by sharing personal goals, activities or experiences they are embracing during the fall season. The activation also encourages consumers to bring the campaign into their own social media conversations.
For Utz, the launch represents an expansion of its snack portfolio while maintaining a connection to the flavors and formats that have helped establish the company in the salty-snack market.
Utz Protein Pop-Up Event Details
The Utz Snack Squad pop-up will take place Thursday, Sept. 24, 2026, from 3 to 5 p.m. ET at Union Square Plaza in New York City. The activation will be located on Broadway between E. 17th Street and E. 18th Street.
Attendees can expect free samples of Utz Protein Pretzels and Protein Cheese Curls, branded merchandise and giveaways while supplies last. Ross Pomerantz, also known as @Corporate.Bro, is scheduled to appear as part of the event.
The event is intended to provide nearby students, professionals and other New Yorkers with an opportunity to experience Utz’s new protein-focused snacks in person.
How Consumers Can Claim a Free Bag
Consumers nationwide can participate in the free full-size bag promotion by texting PROTEIN to 68559 or visiting utzsnacks.com/SayYes. The promotion is limited to the first 2,000 eligible consumers, with 400 bags available for each of the five flavors.
Participating products include 9- to 9.5-ounce bags of Utz Protein Pretzels and 6-ounce bags of Utz Protein Cheese Curls. The offer is limited to one per person and is subject to availability.
Consumers who participate through text should also be aware that signing up constitutes consent to receive recurring automated marketing text messages from Utz Snacks. Message frequency may vary, and message and data rates may apply. Participants can reply “HELP” for assistance or “STOP” to cancel. Consent to receive marketing messages is not required as a condition of purchase.
Complete promotional terms, eligibility requirements and additional details are available through the campaign website.
With its Union Square pop-up and nationwide giveaway, Utz is using its “Say Yes” campaign to introduce consumers to its newest protein-forward snacks while creating an interactive experience around the afternoon snacking occasion. The launch brings together product sampling, social engagement and promotional offers as the company expands its presence in the protein snack category.
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