Wickles Pickles
Wickles Pickles is a privately held, Alabama-based specialty food manufacturer (Sims Foods Inc.) producing gluten-free, kosher pickled vegetables and condiments across three sub-brands — Original/Wicked, Dirty Dill, and Chill'n Dill — and selling them through national grocery wholesale, food service, and direct-to-consumer e-commerce.
- Company typePrivate
- Founded1935
- HeadquartersDadeville, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Wickles Pickles does
Wickles Pickles, operated by Sims Foods Inc., is a privately held specialty food manufacturer based in Birmingham, Alabama, producing pickled vegetables and condiments across three sub-brands: Original/Wicked (sweet-and-spicy brine built on a roughly 90-year-old family recipe featuring garlic and red chili peppers), Dirty Dill (spicy dill-forward products), and the 2025-launched Chill'n Dill (non-spicy dill). The catalog spans 17 SKUs including pickle chips, spears, whole pickles, okra, cornichons, banana peppers, jalapeño slices, pickled garlic, relish, and sandwich spreads in 12oz-64oz formats, all certified gluten-free and kosher and free of high-fructose corn syrup.
The underlying technology is vinegar-based pickling using proprietary spice blends, with the secret family recipe functioning as the principal differentiator. All products are bottled under the registered WICKEDLY DELICIOUS trademark, with Dirty Dill, Wicked, and Chill'n Dill each registered as separate product-line trademarks. The company sells through a multi-channel go-to-market: wholesale distribution via Fenwick Food Group to national grocery and specialty retailers, a B2B food-service program for restaurants and delis, and a direct-to-consumer e-commerce site shipping UPS Ground nationwide to all 50 states except PO Box and APO/FPO/DPO addresses.
Revenue is generated from consumer packaged goods sales at retail, wholesale food-service supply, and DTC online ordering, with wholesale accounts managed through a verified online portal. Marketing is content-driven, anchored on a recipe library, an Instagram presence, earned media in outlets such as Men's Journal, Southern Living, Real Simple, and the Rachael Ray Show, and brand collaborations with Southern food partners including Chicken Salad Chick, Duke's Mayo, Conecuh Sausage, Sweetgrass Dairy, and Savannah Bee Company. The firm is family-controlled with no institutional or PE ownership disclosed.
Wickles Pickles firmographics
Firmographics- Name
- Wickles Pickles
- Legal name
- Sims Foods Inc.
- Website
- https://wicklespickles.com
- Company type
- Private
- Founded year
- 1935
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wickles Pickles is a privately held, Alabama-based specialty food manufacturer (Sims Foods Inc.) producing gluten-free, kosher pickled vegetables and condiments across three sub-brands — Original/Wicked, Dirty Dill, and Chill'n Dill — and selling them through national grocery wholesale, food service, and direct-to-consumer e-commerce.
- Ownership category
- akta.pro rank
Wickles Pickles industry classification
Industry- Product category
- Specialty Pickled Foods
- NAICS
- All Other Specialty Food Retailers (445298), Other Grocery and Related Products Merchant Wholesalers (42449)
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Canned, Fruits, Veg, Preserves, Jams & Jellies (2033), Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Pickled & Fermented Foods Manufacturing (AFAKACAI)
- akta.pro secondary industries
- Dips, Salsas, Relishes & Chutneys Manufacturing (AFAKADAM), Specialty Condiments, Sauces & Pickles Wholesale (AFAIAIAJ)
Keywords
Where Wickles Pickles is headquartered
LocationHeadquarters
- HQ city
- Dadeville
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Wickles Pickles business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Consumer Packaged Goods - Retail: Wickles Pickles generates revenue through sale of branded pickle and condiment products to retail consumers via grocery stores, supermarkets, and specialty food retailers across the United States.
- Wholesale Food Service: B2B sales to restaurants, delis, and food service operators who incorporate Wickles products into their menus or offer them as condiments. The company has a dedicated food service inquiry form and wholesale account system.
- E-commerce Direct Sales: Direct-to-consumer online sales through wicklespickles.com, with products shipped to customers. Orders are shipped Monday through Thursday via UPS Ground, with delivery typically 3-5 business days.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Per-unit pricing varies by product size |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Wickles Pickles product offering
Product offeringCore offering
Wickles Pickles manufactures and sells branded pickled vegetables and condiments—including whole pickles, chips, spears, okra, cornichons, jalapeño slices, banana peppers, pickled garlic, relish, and sandwich spreads—across three sub-brand lines (Original/Wicked, Dirty Dill, and Chill'n Dill). Products are sold through U.S. retail grocery, food service operators, and direct e-commerce, all built around a proprietary 90-year-old family recipe delivering a sweet-and-spicy flavor profile.
Product overview
Wickles Pickles is a specialty food company offering a portfolio of pickled products centered around three main sub-brands: Original/Wicked products (sweet and spicy pickles using a 90-year-old family recipe with garlic and chili pepper), Dirty Dill products (spicy dill pickles featuring garlic and red chili pepper), and the newer Chill'n Dill line (non-spicy dill pickles for those seeking flavor without heat). The product line includes whole pickles, pickle chips, spears, okra, cornichons, relish, jalapeño slices, banana pepper rings, pickled garlic, and sandwich spreads. All products are gluten-free and are distributed through retail stores, wholesale channels, and direct online ordering.
Differentiator
Problem solved
Functional benefit
Products and services
- Wickles Original Pickle 16 OZ
Companies that use Wickles Pickles
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Wickles Pickles technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Wickles Pickles partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- Chicken Salad ChickminorChicken Salad Chick, the nation's only southern-inspired fast casual chicken salad restaurant chain, featured Wickles Pickles Spicy Red Relish in their limited-time 'Rockin' Rita' chicken salad launch. This partnership positioned Wickles products in front of Chicken Salad Chick's national restaurant audience.
- Fenwick Food GroupcoreFenwick Food Group serves as a distribution partner for Wickles Pickles, handling product distribution from their Birmingham, AL location. The contact page lists Fenwick Food Group as the distributor contact for the company.
- PS SeasoningsminorCollaboration on hot dog recipe content featuring PS Seasoning's beer mustards paired with various Wickles products including Dirty Dill Spears, Jalapeño Relish, and Spicy Red Sandwich Spread.
- Sweetgrass DairyminorSweetgrass Dairy partnered with Wickles on a recipe collaboration featuring their Pimento Cheese stuffed into Wickles Dirty Dill Okra, combining two Southern specialty food brands.
- Duke's MayominorDuke's Real Mayonnaise is featured in Wickles recipe content including the 'Wickles and Duke's Spicy Red Cheese Spread' recipe, pairing the Southern mayo brand with Wickles Spicy Red Sandwich Spread.
- Conecuh SausageminorConecuh Sausage is featured in multiple Wickles recipes including Wicked Relish Dogs and Wicked Charcuterie Skewers, with the brands frequently paired in recipe content and social media.
- Savannah Bee CompanyminorSavannah Bee Company collaborated on a recipe for 'Wickles x Savannah Bee Company Wicked Hot Honey Brined Wings,' combining Wickles products with Savannah Bee's hot honey product.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Wickles Pickles competitors and assessment
Company assessmentDirect peers
- Grillo's Pickles: Grillo's is a premium, refrigerated pickle brand offering spears, chips, and hot varieties with a similarly bold-flavor positioning. Direct competitor to Wickles in the upmarket, flavor-forward pickle niche sold through natural/specialty and grocery channels.
- McClure's Pickles: McClure's is an artisanal pickle and Bloody Mary mixer brand sold in glass jars across grocery and D2C. Overlaps directly with Wickles across sweet-spicy pickle variants, relish, and cocktail-garnish use cases.
- Mt. Olive Pickle Company: Mt. Olive is one of the largest U.S. pickle brands, producing pickles, relish, peppers, and sauerkraut through mainstream grocery, foodservice, and club channels. Closest large-scale analog to Wickles in product breadth across pickles and pickled vegetables.
- Bubbies: Bubbies makes naturally fermented pickles, sauerkraut, and relishes in glass jars, distributed through natural, specialty, and conventional grocery. Directly comparable as a premium/fermented pickle-and-relish brand with multi-channel retail and D2C presence.
Broad incumbents
- Claussen: Claussen is Kraft Heinz's refrigerated pickle brand, distributed through mainstream grocery. Comparable as a major national pickle label competing for similar shelf space and consumer occasions.
- Duke's Mayonnaise: Duke's is the iconic Southern condiment brand, owned by Ventura Foods, marketed on regional heritage and bold flavor. Comparable with Wickles as a Southern heritage CPG with co-marketing activations and overlapping grocery distribution.
- Boar's Head: Boar's Head produces deli meats, cheeses, and condiments sold through deli counters and grocery. Comparable as a premium specialty foods brand with broad foodservice and retail presence relevant to Wickles' foodservice and grocery strategy.
- Kraft Heinz Pickles & Relish: Kraft Heinz markets pickles and relish under Heinz-brand refrigerated and shelf-stable lines alongside Claussen. Comparable as a diversified CPG incumbent with overlapping pickle and condiment categories.
- Vlasic: Vlasic is the legacy mass-market U.S. pickle brand owned by Conagra, with broad SKU coverage including kosher spears, chips, relish, and flavored pickles across conventional grocery. Comparable as the dominant incumbent in the same product category that Wickles competes against.
Others
- Mrs. Wages: Mrs. Wages is the leading U.S. pickling/canning supplies brand, sold in grocery and mass channels. Adjacent to Wickles as a pickling-adjacent consumer brand, useful as a category reference even though it does not directly compete in finished pickles.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Wickles Pickles social profiles
Digital presenceWickles Pickles financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wickles Pickles leadership team
Management profileNumber of profiles
Wickles Pickles funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wickles Pickles 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 Wickles Pickles
What does Wickles Pickles do?
Wickles Pickles manufactures and sells branded pickled vegetables and condiments—including whole pickles, chips, spears, okra, cornichons, jalapeño slices, banana peppers, pickled garlic, relish, and sandwich spreads—across three sub-brand lines (Original/Wicked, Dirty Dill, and Chill'n Dill). Products are sold through U.S. retail grocery, food service operators, and direct e-commerce, all built around a proprietary 90-year-old family recipe delivering a sweet-and-spicy flavor profile.
Is Wickles Pickles a public or private company?
Wickles Pickles is a private company. It is classified as family owned and is currently operating.
When was Wickles Pickles founded?
Wickles Pickles was founded in 1935. It employs 11 to 50 people.
Where is Wickles Pickles based?
Wickles Pickles is headquartered in Dadeville, United States, in the North America region.
How does Wickles Pickles make money?
Three revenue lines are on record. Consumer Packaged Goods - Retail is the primary driver. The others are wholesale Food Service and E-commerce Direct Sales.
Who are Wickles Pickles's main competitors?
Direct peers on record are Grillo's Pickles, McClure's Pickles, Mt. Olive Pickle Company and Bubbies. Broad incumbents are Claussen, Duke's Mayonnaise, Boar's Head, Kraft Heinz Pickles & Relish and Vlasic. Mrs. Wages is listed as an others.
Does Wickles Pickles have an API?
No public API is recorded for Wickles Pickles.
What industry is Wickles Pickles in?
Wickles Pickles's product category is Specialty Pickled Foods. Its primary akta.pro industry code is AFAKACAI, Pickled & Fermented Foods Manufacturing, with a secondary code of AFAKADAM, Dips, Salsas, Relishes & Chutneys Manufacturing. Its NAICS code is 445298 and its SIC code is 2030.