CHANTILLY, VA — Cross-market partnerships spanning the food and beverage space have proven fruitful for baking companies to extend their reach to prospective consumers. After teaming up with CPG brands such as Ithaca, Truff, Graza and Fly By Jing, Firehook Crackers is bringing the brine with new Firehook x Grillo’s Dill Pickle Crackers.
“We are always looking for flavors that elevate our signature crunch, and nothing does that quite like a classic dill pickle,” said Maura Mottolese, CEO of Firehook Crackers. “Pickles are having a major moment right now, and for good reason — that bold, briny punch is utterly addictive. Pair it with our artisan crunch and suddenly you can’t stop reaching into the box.”
To bring out the briny flavors Grillo’s is known for with the classic crunch of a Firehook cracker, the limited-time offer pairs a combination of fresh dill, garlic and vinegar with the signature cracker base.
Mark Luker, chief commercial officer at Grillo’s, revealed the extent of the brands’ collaboration, with product development spanning more than a year.
“We’re very happy with where it landed and grateful for the Firehook team for being so collaborative,” Luker said.
The Firehook x Grillo’s Dill Pickle Crackers come in a 5.5-ounce box and are rolling out at select national and independent retailers this month, available while supplies last.
