Van Holten's
Van Holten's is a family-owned, 127-year-old Wisconsin CPG company that invented the Pickle-In-A-Pouch in 1939 and now sells portable shelf-stable pickles, pickle brine mixers, electrolyte freeze pops, and pickled eggs through mass-market grocery, convenience, discount, pharmacy, and e-commerce channels.
- Company typePrivate
- Founded1898
- HeadquartersWaterloo, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Van Holten's does
Van Holten's is a 127-year-old, family-owned shelf-stable food company headquartered in Waterloo, Wisconsin, founded in 1898 by Dutch immigrant Jerry G. Van Holten. The company's core technology and franchise is the Pickle-In-A-Pouch — a portable, fermented, shelf-stable pickle in a stand-up pouch, invented in 1939 and protected as registered brand IP. Product portfolio has expanded beyond the flagship into Pickleback Mixer (1L pickle brine for cocktails, launched 2014), Pickle-Ice electrolyte-enhanced freeze pops (2oz pops with sodium/potassium/calcium/magnesium, launched 2017), Pickled Eggs (single-serve, 6g protein, launched 2025), and a new UK-bound Pickle Puffed Snacks line (March 2026). The brand is reinforced by a stable of named character SKUs (Big Papa, Hot Mama, Garlic Joe, Sour Sis) and a string of licensed co-branded products with Rick and Morty (Warner Bros. Discovery), Warheads, Chamoy Mega, and Tapatio.
Revenue is generated through a multi-channel CPG go-to-market: wholesale distribution to roughly 20+ named enterprise retail accounts spanning convenience (7-Eleven, Circle K, QuikTrip), mass grocery (Walmart, Kroger, Publix, HEB, Albertsons), discount (Dollar General, Family Dollar, Five Below), pharmacy (Walgreens), wholesale club (Costco Business Center), and specialty (Urban Outfitters, Total Wine, It's Sugar); direct-to-consumer via Amazon Storefront and brand site; self-serve wholesale via the Faire marketplace; and a broker network with a password-protected broker portal. International expansion is being pursued asset-light through brand licensing (UK launch with Whatever Brands and Pulse SD Ltd, March 2026). All products carry gluten-free, kosher-certified, fat-free, low-calorie, and low-carb claims, and marketing is anchored in TikTok/Instagram viral challenges (#SourPickleChallenge, #MakeItMega), influencer/UGC content, trade shows (Sweets & Snacks, Dot Innovation Show), and seasonal campaigns (Pickle-In-A-Pouch Tournament Madness).
Van Holten's firmographics
Firmographics- Name
- Van Holten's
- Legal name
- Van Holten's, Inc.
- Website
- https://vanholtenpickles.com
- Company type
- Private
- Founded year
- 1898
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Van Holten's is a family-owned, 127-year-old Wisconsin CPG company that invented the Pickle-In-A-Pouch in 1939 and now sells portable shelf-stable pickles, pickle brine mixers, electrolyte freeze pops, and pickled eggs through mass-market grocery, convenience, discount, pharmacy, and e-commerce channels.
- Ownership category
- akta.pro rank
Van Holten's industry classification
Industry- Product category
- Packaged Pickle Snacks
- NAICS
- Specialty Food Retailers (4452)
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Specialty Condiments, Sauces & Pickles Wholesale (AFAIAIAJ)
- akta.pro secondary industry
- Frozen Snacks & Appetizers (CRADADAD)
Keywords
Where Van Holten's is headquartered
LocationHeadquarters
- HQ city
- Waterloo
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Van Holten's business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Pickle-In-A-Pouch Sales: Primary revenue stream from selling pickle pouches in various flavors (Dill, Hot, Garlic, Sour, Warheads, Pickle Rick, Chamoy, Blue Raspberry, etc.) in multiple sizes (Large, Jumbo). Sold through wholesale distributors, Amazon, and direct retail partnerships.
- Pickle-Ice Freeze Pops: Sale of electrolyte-enhanced pickle brine freeze pops in 24-count cases or 8-count bags. Targets athletes and consumers seeking rehydration and refreshment.
- Pickleback Mixer: Sale of 1-liter bottles of pickle brine for cocktail/mocktail use. Sold as singles or 6-pack cases through Amazon and retail.
- Pickled Eggs: Single-serve pickled eggs in Dill and Hot & Spicy varieties. Shelf-stable, protein-powered snack (6g protein per serving). Sold in 20-pack cases.
- Licensing and Merchandise: Revenue from licensing agreements (Rick and Morty, Warheads, Chamoy Mega, Tapatio) and branded merchandise including apparel, socks, and cotton candy collaborations.
- International Licensing (UK Partnership): Partnership with Whatever Brands for UK-exclusive pickle puffed snack products. Wholesale distribution through Pulse SD Ltd.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Pickle-In-A-Pouch 4-Pack |
| Unit Pricing | Pay-as-you-go | Pickle-In-A-Pouch Variety Packs |
| Unit Pricing | Pay-as-you-go | Pickleback Mixer 6-Pack Case |
| Unit Pricing | Pay-as-you-go | Pickle-Ice 24ct Case or 8ct Bag |
| Unit Pricing | Pay-as-you-go | Pickled Eggs 20-Pack Case |
| Unit Pricing | Pay-as-you-go | Pickle Puffed Snacks (UK) |
Go-to-market motion2 records
Distribution channels10 records
Marketing channels10 records
Van Holten's product offering
Product offeringCore offering
Van Holten's manufactures and sells branded pickle-based snack and beverage products including its flagship Pickle-In-A-Pouch (a portable stand-up pouch pickle invented in 1939), Pickle-Ice electrolyte freeze pops, Pickleback Mixer pickle brine for cocktails, and Pickled Eggs. Products are sold in multiple flavor variants and licensed collaborations (Warheads, Rick and Morty Pickle Rick, Chamoy Mega) through grocery, convenience, discount, specialty retail, wholesale clubs, and Amazon, with gluten-free, kosher, fat-free, low-calorie, and low-carb credentials.
Product overview
Van Holten's is a family-owned food company founded in 1898, based in Waterloo, Wisconsin, that specializes in pickle-based snacks and beverages. The core product is the Pickle-In-A-Pouch, an innovative stand-up pouch format pickle invented in 1939, which comes in multiple varieties including Dill, Hot, Garlic, Sour, and specialty flavors. The product line includes Pickle-Ice Freeze Pops (electrolyte-enhanced frozen brine pops), Pickleback Mixer (real pickle brine for cocktails), and Pickled Eggs (protein-powered single-serve snacks). Van Holten's has expanded through brand collaborations including WARHEADS (sour pickles, blue raspberry pickle), Rick and Morty (Pickle Rick), and Chamoy Mega (chamoy pickle). All products are Gluten Free, Kosher Certified, Fat Free, Low Calorie, and Low Carb.
Differentiator
Problem solved
Functional benefit
Products and services
- Pickle-In-A-Pouch The flagship product - pre-packaged pickles in a portable stand-up pouch format, available in multiple varieties including Dill, Hot, Garlic, Sour, and specialty/collaboration flavors. Fermented and shelf-stable for up to 2 years. Gluten-free, kosher certified, fat-free, low calorie, and low carb. Sold wholesale and on Amazon in multi-packs and variety packs.
- Pickle-Ice Freeze Pops Electrolyte-enhanced pickle brine frozen in portable 2oz pops containing sodium, potassium, calcium, and magnesium to aid rehydration and prevent muscle cramps. Available in 24-count display case or 8-count retail bag (6 bags per case) with 18-month shelf life. Targets athletes and consumers seeking rehydration.
- Pickleback Mixer Real pickle brine in a 1-liter bottle intended as a cocktail chaser, Bloody Mary booster, Bloody Mary ice cube, or beer splash. Made with water, salt, vinegar, natural flavoring, sodium benzoate, and Yellow 5. The brine never touches cucumber. Sold as singles or 6-pack cases through Amazon and Total Wine.
- Pickled Eggs Single-serve pickled eggs in Dill Pickle and Hot & Spicy flavors. Shelf-stable, mess-free, protein-powered snack with 6g of natural protein per serving. Sold in 20-pack cases for retail.
- Warheads Pickle (Sour Dill) Extreme sour pickle collaboration with WARHEADS brand featuring WARHEADS Extreme Sour Dill Pickle flavor with no sugar coating, sold as a Pickle-In-A-Pouch in Jumbo size.
- Warheads Blue Raspberry Pickle Collaboration with WARHEADS featuring blue raspberry flavor combined with classic pickle crunch in a Pickle-In-A-Pouch. Special edition flavor combining sour blue raspberry with pickle.
- Chamoy Mega Pickle Collaboration with Chamoy Mega featuring chamoy sauce flavor with pickle in a Pickle-In-A-Pouch. Bold, tangy, and spicy treat combining Chamoy Mega flavor with Van Holten's pickle.
- Pickle Rick Pickle Licensed Rick and Morty themed special edition Pickle-In-A-Pouch. Collectible dill pickle featuring the iconic Pickle Rick character, available in Jumbo size.
- Pickle Puffed Snacks (UK) Pickle-flavored puffed snacks launched for the UK market in three varieties: Dill Pickle, Hot Pickle, and Garlic Pickle. Sold in 50g bags at £1.25 retail with 15g of protein per 100g. Targets the growing pickle-flavored snack trend driven by Gen Z and social-media food culture.
Quantifiable outcome
- Pickle-In-A-Pouch products are fermented and shelf-stable for up to 2 years after manufacture date
- +3 more outcomes
Companies that use Van Holten's
Customer profileNamed customers21 records
Segments5 records
Ideal customer profiles5 records
Van Holten's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Van Holten's partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Whatever BrandscorePartnership to develop and launch Van Holten's Pickle Puffed Snacks in three varieties (Dill Pickle, Hot Pickle, Garlic Pickle) for UK market. Whatever Brands handles product development while Van Holten's provides brand licensing. Scheduled for nationwide UK release in March 2026.
- Pulse SD LtdcoreExclusive wholesale distribution partner for Van Holten's Pickle Puffed Snacks in the UK market. Handles all wholesale distribution logistics for the new product line.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Van Holten's competitors and assessment
Company assessmentEmerging players
- McClure's Pickles: McClure's is a craft pickle and pickle-flavored snack brand that has expanded from foodservice into retail. It overlaps with Van Holten's on premium positioning and specialty flavor innovation (particularly the cocktail/snack crossover).
- Dang Foods: Dang Foods is a brand-led CPG specializing in Asian-inspired snacks (Thai rice chips, coconut chips) sold nationally in grocery and convenience. It is comparable as a small, brand-driven, license-collaborating CPG with similar retail and DTC distribution.
- Pop & Bottle: Pop & Bottle produces shelf-stable coffee and other branded beverages with a focus on natural ingredients. It is comparable as a small-scale, branded, shelf-stable food/beverage CPG with similar wholesale and DTC distribution models.
Direct peers
- Mt. Olive Pickle Company: Mt. Olive is a large US pickle manufacturer producing shelf-stable pickles and pickle snacks distributed nationally. It is a direct competitor in the packaged pickle category across grocery and convenience.
- Bubbies Pickles: Bubbies is a naturally fermented, kosher-certified pickle brand that has scaled into national grocery. It overlaps with Van Holten's on kosher and gluten-free certifications and competes for the same health-conscious pickle consumer.
- Claussen (Kraft Heinz): Claussen is the leading refrigerated pickle brand, owned by Kraft Heinz. It competes with Van Holten's for pickle share at retail, particularly in mainstream grocery, though it focuses on refrigerated jarred products versus Van Holten's pouch format.
- Grillo's Pickles: Grillo's is a premium, refrigerated pickle brand that has rapidly scaled into national retail. It competes with Van Holten's for pickle consumer mindshare, especially among younger demographics, but uses a different distribution model (refrigerated) and brand positioning.
- Vlasic (B&G Foods): Vlasic is the dominant shelf-stable pickle brand in the US, owned by B&G Foods. It competes directly with Van Holten's in grocery and convenience channels on the same core product (jarred and packaged pickles).
- Wickles Pickles: Wickles is a specialty sweet-and-spicy pickle brand with national distribution in grocery and club channels. It overlaps with Van Holten's flavor-forward pickle SKU strategy and competes for similar on-shelf placements in mainstream retail.
Broad incumbents
- Tillamook County Creamery Association: Tillamook is a large farmer-owned CPG brand in dairy and snacks distributed nationally through grocery, convenience, and club. It is comparable to Van Holten's as a values-driven, heritage-rich, multi-SKU CPG that scaled from a regional specialty brand into national distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Van Holten's social profiles
Digital presenceVan Holten's compliance and trust
Trust signalCompliance5 records
Van Holten's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Van Holten's leadership team
Management profileNumber of profiles
Van Holten's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Van Holten's M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Van Holten's
What does Van Holten's do?
Van Holten's manufactures and sells branded pickle-based snack and beverage products including its flagship Pickle-In-A-Pouch (a portable stand-up pouch pickle invented in 1939), Pickle-Ice electrolyte freeze pops, Pickleback Mixer pickle brine for cocktails, and Pickled Eggs. Products are sold in multiple flavor variants and licensed collaborations (Warheads, Rick and Morty Pickle Rick, Chamoy Mega) through grocery, convenience, discount, specialty retail, wholesale clubs, and Amazon, with gluten-free, kosher, fat-free, low-calorie, and low-carb credentials.
Is Van Holten's a public or private company?
Van Holten's is a private company. It is classified as family owned and is currently operating.
When was Van Holten's founded?
Van Holten's was founded in 1898. It employs 101 to 250 people.
Where is Van Holten's based?
Van Holten's is headquartered in Waterloo, United States, in the North America region.
How does Van Holten's make money?
Six revenue lines are on record. Pickle-In-A-Pouch Sales are the primary driver. The others are pickle-Ice Freeze Pops, pickleback Mixer, pickled Eggs, licensing and Merchandise and international Licensing (UK Partnership).
Who are Van Holten's's main competitors?
Emerging players on record are McClure's Pickles, Dang Foods and Pop & Bottle. Direct peers are Mt. Olive Pickle Company, Bubbies Pickles, Claussen (Kraft Heinz), Grillo's Pickles, Vlasic (B&G Foods) and Wickles Pickles. Tillamook County Creamery Association is listed as a broad incumbent.
Does Van Holten's have an API?
No public API is recorded for Van Holten's.
What industry is Van Holten's in?
Van Holten's's product category is Packaged Pickle Snacks. Its primary akta.pro industry code is AFAIAIAJ, Specialty Condiments, Sauces & Pickles Wholesale, with a secondary code of CRADADAD, Frozen Snacks & Appetizers. Its NAICS code is 4452 and its SIC code is 2030.