Vlasic Pickles is a highly successful pickle company, but do you know their history? Do you know how they got their start?
Vlassc Pickles has a long history in the pickle business, we will cover their history, products, innovations and where they are today.
History of the Company
How did they get their start? Vlasic Pickles began in the early 1940s, founded by Croatian immigrant Frank Vlasic. Initially, the company was a milk distribution business, but in 1942, they pivoted to pickles when Frank’s son Joe saw an opportunity in the pickle market. Their timing was advantageous, as pickles gained popularity in the U.S. during WWII due to limited access to fresh vegetables.
How long have they been in business? Vlasic has been in business for over 80 years, establishing itself as one of the most recognized pickle brands in the United States.
Who owns the company? Vlasic Pickles is owned by Conagra Brands, a major American packaged food company. Vlasic became part of Conagra in 1999 after a series of acquisitions involving companies like Pinnacle Foods.
Are they publicly traded? Yes, Conagra Brands, the parent company of Vlasic, is publicly traded on the New York Stock Exchange under the ticker symbol CAG.
Information about their Products
What products do they make? Vlasic offers a wide variety of pickle products, including Dill Pickles, Bread & Butter Chips, Kosher Dill Spears, Stackers, Gherkins, and Snack’mms. They also produce relish, sauerkraut, and other pickled vegetables.
What is their most popular product? Vlasic’s Kosher Dill Spears and their iconic Whole Dill Pickles are among their most popular items. Known for their distinct crunch and tang, they have become a staple in households across the U.S.
What makes them unique? Vlasic is famous for its distinctive crunch and tangy flavor, achieved through a specific pickling process. The brand uses a proprietary brine recipe and pasteurization technique to create consistent texture and taste. Additionally, their iconic “Stork” mascot, introduced in the 1970s, has helped make the brand memorable.
Are they expensive compared to their competition? Vlasic is generally priced competitively in the mid-range category, making it accessible to a broad audience. It is typically more affordable than artisanal or premium brands, positioning it as a cost-effective choice with consistent quality.
Do they sell their products internationally? While Vlasic is primarily focused on the U.S. market, their products are available in select international locations, especially in countries where Conagra Brands has distribution networks.
Where do they source their cucumbers? Vlasic sources cucumbers from farms primarily within the United States. They work with farmers who grow cucumbers specifically suited for Vlasic’s pickling process, ensuring consistency in flavor and texture.
Innovations in the Pickle Industry
Vlasic has been a leading force in the pickle industry, with several key innovations:
Iconic “Crunch” Focus: Vlasic is renowned for its signature crunch. The company uses a unique pasteurization process to achieve and maintain this texture, which has become a hallmark of the brand and a point of distinction from other pickle manufacturers.
“Stork” Mascot Branding: In the 1970s, Vlasic introduced the Stork mascot, which promoted pickles as a fun and desirable snack. The character became an instant icon, using humor to market pickles in a way that appealed to both adults and kids.
Introduction of Stackers and Snack’mms: Vlasic was among the first to introduce “Stackers,” long-cut pickles ideal for sandwiches. More recently, they launched “Snack’mms,” a line of convenient, bite-sized pickles packaged for snacking, tapping into the trend for portable, ready-to-eat snacks.
Innovative Product Expansion: By expanding their range beyond classic dill pickles to include varieties like Bread & Butter and Sweet Gherkins, Vlasic has successfully catered to a wide range of pickle preferences. They continue to experiment with new flavors and formats to meet evolving consumer tastes.
Affordable Premiumization: Vlasic has maintained competitive pricing while emphasizing quality, making premium pickles accessible to a broader market. This focus on delivering value has helped them retain their position as a top pickle brand.
The Company Today
What do they sell besides pickles? In addition to pickles, Vlasic produces a range of condiments, including relish and sauerkraut. The company has also introduced Snack’mms, a line of bite-sized, pickle-based snacks designed for on-the-go consumption.
How much have they achieved in sales? Exact sales figures for Vlasic alone aren’t publicly disclosed, as they are part of Conagra Brands. However, Vlasic remains a key player in the pickle market, with significant shelf space in grocery stores nationwide.
Who is the CEO of the company? Vlasic operates under Conagra Brands, whose CEO is Sean Connolly. He oversees the company’s diverse portfolio, including Vlasic and many other prominent food brands.
How much is the company worth? As of the latest financial reports, Conagra Brands, the parent company, has a market capitalization of around $16 billion. Vlasic contributes to this value as one of Conagra’s iconic brands, particularly in the condiments and pickles category.
Where in the world are their products sold? Vlasic products are sold primarily in the United States and are available through major retailers like Walmart, Target, and Kroger. They are also distributed in select international markets, often through stores that carry American brands.
Vlasic has created a wide array of products and is well known in the non-refrigerated pickle category. They make a great product and have a very wide distribution so you most likely can pick them up at a store near you.