Ditsch, a traditional German bakery, has opened its first dedicated point of sale in the United States with a shop-in-shop location inside an OXXO convenience store in El Paso, Texas.
Its product range includes classics such as pretzels, pretzel sticks, pretzel croissants and Ditsch pizza, along with additions tailored to local tastes, such as Jalapeño & Cheese Pretzel Sticks.
The baked goods are produced at Ditsch’s facilities in Germany and baked fresh on-site.
“The opening of the first Ditsch clip-in in the United States marks another milestone in the international expansion of our popular foodservice brand,” said Sebastian Kayser, CEO of Valora Food Service B2C.
“The partnership with OXXO not only offers us further growth potential but also provides us, as in other international markets, with valuable insights into different customer needs.”
The El Paso location, which is situated in a high-traffic OXXO store, is designed as a clearly defined in-store area that integrates into the shopping experience.
OXXO, a Latin American convenience retailer, is expanding its presence in the United States. Both OXXO and Valora, the operator of Ditsch, belong to global trading company FEMSA.
Founded in 1919 in Mainz, Germany, Ditsch bakery has developed into one of the leading suppliers of pretzel products. The company has been part of the Valora Group since 2012.
It operates more than 170 outlets in Germany in locations such as city centers, shopping malls and railway stations. In January 2025, Ditsch opened its first overseas sales outlet as a shop-in-shop at OXXO in Monterrey, Mexico.
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