If two things have ever been simultaneously trending in different worlds but under the same name, it’s pickleball and pickle flavoring. Vlasic’s new Pickleball Dill Pickle Corn Puffs are a clever pivot for the pickle brand, capitalizing on the undeniable growth of these different pickle trends.

Vlasic’s effort to evolve beyond the jar while staying true to its roots comes alive in this activation. Partnering with the Association of Pickleball Players (APP) to create a pickle-flavored corn puff is smart, aligning the brand with one of the fastest-growing sports.