Whatever Brands has partnered with Van Holten’s, the creator of the original Pickle-In-A-Pouch, to introduce Van Holten’s Pickle Puffed Snacks, a new line of crunchy, protein puffed snacks designed for today’s flavor-driven consumers, the brands say.

The lineup features three flavors inspired by Van Holten’s characters: Big Papa—Dill Pickle, Hot Mama—Hot Pickle, and Garlic Joe—Garlic Pickle. Each variety reportedly delivers Van Holten’s signature bold, sour-forward taste in a light, crispy format.  

Pickle Puffed Snacks are positioned for distribution across convenience stores, grocery chains, specialty retailers, and foodservice channels nationwide, the brands note. The range is scheduled to launch nationwide this month and is available for pre-order now in 90 g (3.17 oz) bags. The snack features 15 g protein per pack; is baked, not fried; and is non-GMO, with no artificial colors or flavors. It also does not include palm oil or preservatives.

Tapping into the pickle craze  

The launch comes as pickle-flavored snacks continue to surge in popularity, driven largely by Gen Z  and social-media-led food culture, the two brands comment. Reportedly, nearly half of consumers follow food and beverage trends online, and pickle-inspired products rank among the flavors younger shoppers are most eager to try.   

"Pickle-In-A-Pouch has been successful because we've embraced being bold and fun with our flavors and packaging. I'm excited to take that same approach with salty snacks and grow our brand with this licensing program," says Eric Girard, VP of sales and marketing at Van Holten’s.   

“Partnering with Van Holten’s allows us to build on a brand that already has incredible recognition and cultural relevance,” says Bobby Patel, owner of Whatever Brands. “Pickle Puffed Snacks are fun, craveable, and better-for-you—exactly what today’s consumers are looking for.”  

Related: Boulder Canyon, Grillo's Pickles reunite for new chips