Vlasic Introduces Giant Pickle

Vlasic Foods International, Cherry Hill, NJ, announced the introduction of what it calls "the world's largest pickle product" targeting more than 3.5 billion hamburgers consumed by Americans at home each year: Vlasic "Hamburger Stackers." The new product uses a specially cultivated cucumber—which took four years to develop for optimum size, taste and crunch—that is more than 10 times larger than traditional pickle cucumbers. This allows for a single, giant slice to cover an entire hamburger.

"Hamburger Stackers" will be marketed as the perfect pickle for burgers because the product provides pickle taste and crunch in every bite, which consumers see as a tremendous benefit.

Vlasic president and CEO Robert Bernstock said the company secretly began developing the product—under the special code name, "Project Frisbee" in reference to its size—immediately following the success of its "Sandwich Stackers" product in 1995.

"This innovation is a testament to our superior product development skills—led by Frank Meczkowski who we call 'The Thomas Edison of Pickles,'" said Bernstock. "Frank and the Vlasic team spent the past four years developing the world's largest cucumber to ensure that it has the optimal size, taste and crunch consumers prefer."

"Hamburger Stackers" will begin shipping to customers in January 1999 and will be available in supermarkets nationally beginning in March in two varieties: dill and bread and butter. Each will be packed in new 24-oz, wide-mouth jars that will feature distinctive graphics—including the Vlasic Stork— and a new see-through label. The product will have a suggested retail price of $2.99.