Bäckerhaus Veit turned a lopsided delivery week into a continental bakery business. Its useful trick was not a secret recipe - it was giving restaurants and grocers the smell of a bake shop without asking them to run one.
How a bankrupt pretzel maker bought for $72,100 in 1971 became the quiet $1.58 billion supplier behind the ICEE at the ballpark, the Dippin' Dots at the fair and the pretzel in the freezer aisle.