 In 1996, Wetzel's began franchising their brand, and now has a co-branding relationship with Cold Stone Creamery, Juice It Up!, Swensen's and more.In 2019, Bill Phelps, co-founder of Wetzel's Pretzels, steps down as CEO after 25 years and the role will be assumed by Jennifer Schuler.Phelps will remain a large investor of the company.