Whatever Brands launches a bold new puffed snack line under licensing partnership with Van Holten’s®
Whatever Brands has partnered with Van Holten’s®, the creator of the original Pickle-In-A-Pouch and one of America’s most recognisable pickle brands, to introduce Van Holten’s® Pickle Puffed Snacks, a new line of crunchy, packed-protein puffed snacks designed for today’s flavour-driven consumers.
The lineup features three flavours inspired by Van Holten’s® fan-favourite characters: Big Papa – Dill Pickle, Hot Mama – Hot Pickle, Garlic Joe – Garlic Pickle. Each variety delivers Van Holten’s® signature bold, sour-forward taste in a light, crispy format.
With 15g of protein per 100g, eye-catching character branding, and strong appeal to trend-driven shoppers, Pickle Puffed Snacks are ideally positioned for distribution across convenience stores, grocery chains, specialty retailers, and foodservice channels nationwide.
The range is scheduled to launch nationwide at the beginning of March 2026 and is available for pre-order now in 50g bags, with an RRP of £1.25. Wholesale distribution in the UK will be handled exclusively by Pulse SD Ltd.
Designed for modern snacking
Pickle Puffed Snacks are made to deliver bold flavours with real nutritional value and strong on-shelf appeal:
- 15g protein per 100g
- Baked, not fried
- Non-GMO, with no artificial flavours or colours
- No palm-oil
- No preservatives
- Shelf-stable, impulse-friendly packs
Tapping into the pickle craze
The launch comes as pickle-flavoured snacks continue to surge in popularity, driven largely by Gen Z and social-media-led food culture. Nearly half of consumers follow food and beverage trends online, and pickle-inspired products rank among the flavours younger shoppers are most eager to try.
“Pickle-In-A-Pouch has been successful because we’ve embraced being bold and fun with our flavours and packaging. I’m excited to take that same approach with salty snacks and grow our brand with this licensing program” said Eric Girard, VP of Sales & 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,” said Bobby Patel, Owner of Whatever Brands. “Pickle Puffed Snacks are fun, craveable, and better-for-you — exactly what today’s consumers are looking for.”
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