In the ever-evolving snack landscape, pickles have moved beyond the side dish. No longer confined to the edge of your sandwich plate, pickles are having a cultural and culinary moment. As consumers grow weary of overly processed snacks and sugar-laden treats, the humble pickle — bold, briny and bright — is standing tall on the condiment aisle, in the deli case and sometimes even amongst random items in the checkout line. Data shows a steady rise in pickle consumption, particularly in single-serve and on-the-go packaging formats.
Socially, pickles are trending hard. From TikTok’s viral “pickle talk” challenges to ASMR videos dedicated entirely to the crisp crunch of a dill spear, pickles are dominating content streams. #PickleTok alone has amassed millions of views, placing pickles in the same conversation as legacy snacks like chips and jerky.
What’s more, restaurants are also vibing with the pickle trend, creating their own signature cocktails and including pickled cukes and onions in places far and wide – from charcuterie boards in fancy wine parlours like Lula Drake to a sheet of paper on your cafeteria-style tray at Lewis Barbecue. Turns out pickles really do go with everything.
And that’s the magic of it all: pickles resist categorization. It’s a snack. A side. A topping. A garnish. A flavor enhancer. Pickles fit into more culinary categories than most foods, giving them unmatched versatility. This ability to play in multiple categories is part of what makes them culturally magnetic—and commercially powerful. It’s also why other snacks are green with envy.
As Southerners, our connection to pickles is personal.
In the Southeast, pickles represent more than taste; they symbolize heritage. For me personally, pickles played a part at all family gatherings, whether there were simple pickles sliced for consumption at a Sunday meal or the secret ingredient in dishes that have been passed down from generation to generation. (Side note: I have always thought my Granny had the BEST chicken salad in the world. Turns out it’s not the chicken that makes it so great, it’s always been her homemade schoolgirls pickles that did the trick.)
Pickles tap into something deeper: nostalgia, tangy comfort and that primal love for a crunch. Everyone seems to have a pickle story — whether it’s sneaking just one more cold spear from the fridge as a kid, only to find you’ve eaten them all; to sipping pickle juice for a post-sports practice hydration pick-me-up; or trying something pickled that you never thought could be, like a watermelon rind. The personal connection makes pickles not just consumables — but cultural touchstones.
We are living in the era of the pickle pairing.
But that doesn’t mean that pickles haven’t been around for quite some time. At Chernoff Newman, we believe pickles are more than a trend — they’re a flavor language. And as brands like Mt. Olive celebrate major milestones, it’s a reminder of how enduring (and endearing) pickles really are. Whether it’s innovation in product lines or creative social campaigns, there’s never been a better time to get in on the brine. Let us put the power of pickles to work for your brand, your table and your future flavor strategies.
