Indianapolis Star Article

Journal Gazette, The (Fort Wayne, IN)

December 7, 2005
Section: WEDNESDAY BUSINESS
Edition: Final Edition
Page: 1E

Pretzel logic: Turn salty snacks sweet

2-year-old DipSticks puts own twist on rod treats
Sherry Slater The Journal Gazette

When Christy Smith samples a decadent dessert, the obvious question pops into her mind: How can I recreate this flavor with a pretzel? OK, so maybe it's not the thought that occurs to most people, but for the founder and co-owner of Fort Wayne-based DipSticks Gourmet Pretzels, it's a natural.

Her successful creations - made by piling ingredients onto 8-inch and 4-inch hand-dipped pretzel rods - include cheesecake, banana cream pie, pecan pie and pumpkin pie. "We have a lot of dessert ones. You can tell we're both sweets lovers," she said of her business partner, Lesley Mullen. Smith still struggles with how to make salty, crunchy versions of two of her favorite desserts: tiramisu and creme brulee. With 49 versions in production, DipSticks sells gourmet pretzels to online customers and local retailers, including Root's Outdoor Outfitters, Rustic Hutch, Anchor Room Books and Music, Dupont Hospital gift shop and Parkview North gift shop. The 4-inch pretzels sell for $1.95 each, and the 8-inch versions retail for $2.95.

The two-year-old company recently added another notable customer: Everything Indiana. The Fishers-based firm assembles and sells gift baskets filled with food items made in Indiana, including nuts, popcorn, coffee and a variety of candies. Everything Indiana owner Teresa Downham, a Fort Wayne native, sampled DipSticks pretzels and decided to include them in her company's holiday baskets, which sell for $75 and $100. She recently placed an order for 500 of the Hoosier version - pretzels covered with cherry-flavored cranberries and corn flake cereal, covered with white chocolate and drizzled with red and white chocolate. "They were great. I loved them. And it's really unique," Downham said. "I imagine what we'll do is try to work them into the other baskets during the year."

DipSticks is experiencing a sales boom with Mullen's addition in May. Smith created the product line. Mullen is concentrating on the marketing side of the business. She came up with the idea of selling a Hoosier version at Indiana University. The partners are also planning to branch out into party favors, including graduation and wedding versions that will come with personalized labels with names and dates. Mullen is the one who thought Root's Outdoor Outfitters would be a great outlet for the portable treats, which include a Happy Camper version: granola, dried papaya, red and gold raisins, and creamy caramel under a blanket of granola-covered white chocolate. Chad A'Hearn, Root's owner, agreed they'd be a natural for hikers and others who enjoy being outdoors. He's also a fan."They're one of my favorites. I even pay retail for them," he said. "I haven't found one (flavor) I don't like."

Smith and Mullen, who have young children at home, make all the pretzels themselves after hours at Oza Compound Products, a herbal health tonic business run by Smith's husband. "We're working on about 600 right now just for the coming week," Smith said Monday. "But that's just the orders we know of right now."More retail outlets could need supplies, and more orders could come in online, she said. "So we're planning for the worst-case/best-case scenario," Smith said, adding that some friends and family members have offered to help if they get overwhelmed with orders. "We hope we have to call on them this Christmas."