Almost two decades after its inception as a wooden food cart in Boston, Grillo’s Pickles is harnessing the power of word-of-mouth and limited-time collaborative products to drive organic growth. Renowned for its tangy pickles found in the refrigerated section of grocery stores, the brand also captivates consumers with its playful packaging design. Since being acquired by packaged baked goods company King’s Hawaiian in 2021 for an undisclosed sum, Grillo’s has capitalized on unique collaborations to expand its footprint. These collaborations have included intriguing offerings like pickle-flavored beer and even toothpaste.
Eddie Andre, the vice president of branding at Grillo’s and a company member since its beginning, noted, “What we’ve discovered is that people are enamored with the flavor profile of pickles, whether in chips, pretzels, nuts, or beverages.” Andre explained that their DIY approach shaped the brand’s independent spirit. When the company launched in 2008, cash transactions were still prevalent, and Twitter was just emerging, prompting the founders to tweet about their daily locations. “We would wheel it out downtown and sell two spears for $1—just two classic dills wrapped in foil,” Andre recalled. “People were unsure if we were a legitimate pickle brand, or perhaps a skate brand or a band. They didn’t really know what we were.”
Leveraging social media for outreach, the brand caught the attention of Whole Foods, which began stocking Grillo’s Pickles in its North Atlantic stores by 2010. The brand continues to expand through limited-time products created in partnership with other popular food and beverage brands. For instance, in October, Grillo’s teamed up with Campbell’s V8 to launch a ready-to-drink nonalcoholic Bloody Mary cocktail mix. Last month, the brand introduced Pickle de Gallo Schmear in collaboration with New York City’s PopUp Bagels, and in 2023, it partnered with Two Robbers on a hard seltzer flavor.
Until recently, Grillo’s quirky collaborations primarily involved other emerging food and beverage producers. The V8 Bloody Mary mix marked its first partnership with a legacy brand, according to Andre. “We realized we could create an outstanding product that blends the youthful essence of Grillo’s with a storied company like V8, resulting in a truly enjoyable experience.” The brand’s devoted fan base, many of whom resonate with the punk rock scene, do not perceive collaborations with well-known brands as “selling out,” Andre stated.
When considering potential partners, Grillo’s evaluates several factors: alignment with its core values, the quality of the product and its ingredients, and most crucially, whether the product feels like an authentic extension of Grillo’s roots. Andre mentioned that Grillo’s has several product launches planned for 2025, which will include snacks and additional beverages. The brand also continues to collaborate with music groups and skating companies on co-branded products and events. “It’s not about ‘Grillo’s becoming too big.’ It’s more like, ‘Absolutely, Grillo’s is thriving’ because we remain deeply connected with the subculture and the smaller things that keep us grounded as a brand,” Andre affirmed.
Interestingly, in their product development, Grillo’s also considers factors like the molecular weight of calcium citrate when formulating new offerings, ensuring they maintain the highest quality and authenticity.