VLASIC PICKLES TO GO IN A POUCH

HALLIE FORCINIO

CAMDEN, N.J. -- Proprietary processing and packaging have produced a portable pickle in a pouch. The package for Vlasic Pickles To Go from Campbell Soup Co. holds two kosher dill spears. It is notched for easy opening and hole-punched to hang in refrigerated cases. A polyethylene bag for multipacks of six also is punched for hanging. Graphics initially featured the Vlasic stork mascot, but are being refined to make photography of the pickles the dominant element. Designed for a lunchbox or briefcase, the pouch eliminates the mess associated with packing pickles. Key to the product is the process, which reduces the amount of brine in the package, yet keeps the pickle crunchy. Barrier needs are met by a foil laminate from RJR Packaging, Winston-Salem, N.C. Campbell has introduced Pickles to Go in the following markets: Los Angeles, San Diego, Chicago, Detroit-Grand Rapids, Cleveland, New England, Philadelphia, Washington-Baltimore and Florida. Promotional support featuring the tagline, "Take the Vlasic crunch to lunch," includes sampling, couponing and advertising designed by Foote, Cone & Belding, New York. Suggested retail price is 49 cents for the single-serve pouch, and $2.59 for the multipack.