Vlasic Pickles

Vlasic Pickles is an American brand of pickles currently owned by Pinnacle Foods. Since its introduction in 1942, it has become one of the most popular pickle brands in the United States.

Madison Vlasic Pickles
FounderMadison Vlasic
Key people
Bob Gamgort
ProductsPickled cucumbers
OwnerPinnacle Foods, Bain & Company[1]


Franjo Vlasic (an ethnic Croat) emigrated from today's Bosnia (Livno) in 1912 and started a small creamery with savings from his factory job. His son Joseph acquired a milk route in 1922, which eventually grew into the state's largest dairy distributor.[2] In 1937, Vlasic was approached to distribute a home-style pickle, later marketing their fresh-packed pickle in glass jars.[3] The business rapidly expanded in the post-war years, corresponding with growth in per capita pickle consumption.[4]

A child-bearing stork was introduced as a mascot in 1974, merging the stork baby mythology with the notion that pregnant women have an above average appetite for pickles. Vlasic marketed themselves as "the pickle pregnant women crave...after all, who's a better pickle expert?" The modern Vlasic Stork speaks in a style reminiscent of Groucho Marx, holds a pickle like a cigar, and is voiced by Doug Preis.

Vlasic Pickles was sold to Campbell Soup Company in 1978.[5] The product was spun off to Vlasic Foods International on March 30, 1998.[6]

On April 13, 1999, the company introduced the Vlasic Hamburger Stackers, made from naturally grown but specially cultivated cucumbers 40 cm (16") long and over 8 cm (3") in diameter, which enabled a single pickle chip to cover an entire hamburger.[7]

Today, Vlasic is owned by Pinnacle Foods, a subsidiary of Conagra Brands, since its name change in 2001.[8] The Vlasic Stork was shown in "Icons", a MasterCard commercial from 2005 where many famous advertising icons from food and cleaning equipment are shown having dinner together.[9]

On April 10, 2019 at the Conagra Brands Investor Day event, Tom McGough, Conagra Co-Chief Operating Officer, announced that Vlasic Pickle Chips, made from vacuum-fried pickles, were in development.[10]

The cucumbers used in Vlasic pickles are grown in Michigan, including the cities of Mount Pleasant and Kalamazoo, and processed at its plant in Imlay City.[11]

See also


  1. Hindshaw, Ivan (June 1, 2011). "Robert Gamgort, CEO, Pinnacle Foods". Bain & Company. Retrieved February 21, 2015.
  2. Uyterhoeven, Hugo E. R. (1973). Strategy and organization: Text and cases in general management. R. D. Irwin, ISBN 9780256014488
  3. Vlasic Pickle website
  4. Vlasic - Brand History Pinnacle Food Group LLC. Retrieved on 9-06-10.
  5. Vlasic's Holders Clear Concern's Acquisition By Campbell Soup Co.
  6. Elliott, Stuart (May 30, 2007). "Pink or Blue? These Bundles of Joy Are Always Green". New York Times. Retrieved 2009-02-22.
  7. Vlasic Unveils World's Largest Pickle
  8. Pinnacle Foods official site
  9. MasterCard website
  10. Pickle Chip News
  11. Made in Michigan: Vlasic WJRT-TV, April 24, 2013
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