More Crunch, More Flavor, More Soul

What’s better than a delicious snack? A delicious snack with an amazing story behind it. Marcus Moore, the founder of Moore Crunch Pretzels, has made a name for himself in the food world thanks to his innovative pretzels. Moore Crunch aren’t your everyday salted pretzels. They come in numerous flavors, including Maryland Crab, Cinnamon Sugar, Garlic Ranch, Buffalo, and Sour Cream & Onion. But the founder’s journey to pretzel domination didn’t come easy. Moore has autism and suffers from severe social anxiety. As a result, his career aspirations were often hindered by others’ perceptions of him. Determined to become self-sufficient, Moore looked for ways to support himself, trying to find a passion that could one day lead to job opportunities. After experimenting in the kitchen with different spice blends to create the perfect pretzels, a lightbulb went off and Moore Crunch was born. Now, Moore sells his pretzels at farmers markets, online, and at retailers. We got to chat with the inspiring founder about his development process, overcoming adversity, and the future of Moore Crunch.

What was the pretzel development process like? How did you decide on flavor combinations? 

Developing pretzel flavors is a deeply personal and creative process for me. I draw inspiration from snacks I enjoy or unexpected flavor pairings that spark an idea—sometimes even from a meal that unexpectedly makes me think, “this would make an incredible pretzel!” From there, I embark on a research and development journey, refining each recipe until it meets my exacting standards. I’m currently exploring new sweet flavors, but they must strike the perfect balance to make it to market. Innovation drives my brand and I’m committed to delivering exceptional and memorable taste experiences.

How long does it take to see your pretzels go from recipe to market?

Perfecting a recipe is a labor of love that typically spans about three months. It’s a meticulous process of trial, feedback and adjustments. I dedicate whatever time I can, ensuring that every flavor embodies the quality and care that defines Moore Crunch. While the timeline varies, the focus remains consistent: delivering a product I am proud of and my customers around the world will love.

What is your most popular flavor? Do you have a personal favorite?

Our top-selling flavors vary depending on the audience and region, but Maryland Crab, Garlic Ranch, and Cinnamon Sugar are clear standouts. Personally, Maryland Crab holds a special place in my heart. It reflects the flavor profile I grew up loving and resonates with customers who share that taste affinity.

What is your favorite part of your job?

I thrive as an entrepreneur and business owner, but packing the shipments brings me the most excitement. Knowing that someone will soon savor my pretzels and that I get to share my creation with others, that’s what truly fulfills me. That tangible interaction reminds me of why I started this business: to share joy through snacks.

And the most difficult aspect?

The manual process of labeling each bag—front and back—is both time-consuming and repetitive. It’s a challenge, but one I’m excited to overcome as I transition to preprinted packaging. Streamlining these operations will allow me to focus on the areas where I can make the greatest impact, such as product development and customer relationships.

How did your autism and social anxiety influence your journey as an entrepreneur?

As a business owner on the autism spectrum, I understand what it feels like to be dismissed or overlooked, particularly when social anxiety adds an extra layer of complexity. Starting out at farmers’ markets was one of my biggest challenges—it pushed me far outside my comfort zone. Over time, however, I’ve come to enjoy these interactions because the customers I meet make me feel accepted and valued. This experience has shaped the way I approach my business; I ensure every customer feels appreciated, whether they purchase my pretzels or simply send a supportive message. That human connection drives everything I do.

What advice would you give to others with autism, or those struggling to find their passion or work opportunities?

My advice is simple but powerful: don’t give up. Discover what you truly enjoy and explore ways to turn that passion into a meaningful venture. Surround yourself with people who support your vision, and never underestimate your own potential. There’s a place for everyone’s talents—you just have to find it and nurture it.

How has the support of your community contributed to your journey?

Regular people have rallied behind me in ways I never imagined—sharing my story, offering connections, and helping me access opportunities like a commercial kitchen and wholesale accounts. Before this I didn’t have many friends outside of my family, so experiencing this outpouring of encouragement has been truly transformative. The kindness and advocacy of my community have given me the confidence to dream bigger and aim higher.

What has been the most surprising lesson you’ve learned about yourself since starting Moore Crunch?

I’ve discovered a strength and resilience within myself that I wasn’t fully in touch with. I’ve learned that I am capable of achieving anything if I’m given the opportunity to try. This journey has taught me that challenges are just stepping stones to growth.

If you could give a message to others who may feel underestimated or limited by society’s expectations, what would you say?

Never let others define your limits. Believe it or not, most people want to see you succeed. It’s just that the negative voices tend to stand out. Surround yourself with positivity, whether it’s people who uplift you or activities that bring you joy. My mom and I always say, “it’s always a good day to have a good day.” If you don’t achieve a goal right away, focus on what you did accomplish and celebrate that progress. Success is a journey, not a destination.

Can you share a moment when you realized Moore Crunch was making a real impact on people’s lives?

One of the most touching moments came from a family on TikTok. They shared a video of their son saying how much he admired seeing someone like him succeeding as a business owner. It brought me to tears and I immediately sent him a message. That connection reaffirmed why I do what I do. I know how it feels to struggle and feel lost when others seem to have everything figured out. Moments like this remind me that Moore Crunch is more than a business. It’s a platform to inspire and uplift others.

What’s your vision for Moore Crunch in the next five years? How do you hope your brand will evolve?

I envision Moore Crunch expanding its reach to make our pretzels more accessible in stores nationwide, at hotels, at airports, amusement parks, on planes, and more. I also aspire to have my own dedicated kitchen space where I can hire a team and grow our production capacity. Additionally, I’m planning to launch a “giving back” initiative to support others on their journeys. While I’m taking things one step at a time, I know Moore Crunch has unlimited potential.

And are you enjoying all of this?

I love what I do, even when it gets tough. The challenges are part of the journey and they make the successes that much sweeter. I’m grateful every day to be doing something I’m passionate about and to have the opportunity to share it with others on a global scale. I also dream of having my snack-sized Cinnamon Sugar pretzels featured in McDonald’s Happy Meals during Autism Awareness Month in April. Additionally, it would be incredible to have my pretzels as a snack option on major airlines or in airport lounges. Imagine taking my first airplane ride and being served Moore Crunch pretzels. It would be a surreal and unforgettable moment.