The Pickle House has become the first pickle juice to be stocked by a major UK grocer.
The Suffolk-based drinks brand will roll its Pickle Juice into 192 Waitrose stores from next month (rsp: £8.50/500ml).
The drink is infused for six months with sliced cucumbers and a blend of spices to create “a smooth, strong flavour,” according to The Pickle House. It is designed to be consumed as a shot but can also be added to cocktails and smoothies.
“We’re so excited to be the first pickle juice to land in a UK supermarket,” said The Pickle House founder Florence Cherruault. “What makes pickle juice so exciting is its versatility. It’s equally delicious with or without alcohol and bridges the gap between the premium drinks occasion and the wellness shopper.
“Securing a listing with Waitrose for our Pickle Juice puts The Pickle House in front of millions of new consumers and will drive significant brand and product awareness.”
The listing comes amid booming consumer demand for pickle juice, driven by social media, celebrities and athletes.
Pickle flavours have been on the rise across food & drink since at least 2023, when TikTok demand prompted Heinz to add a limited-edition pickle-flavoured ketchup.
Dua Lipa took to social media in 2024 to share her recipe for a drink containing Diet Coke, pickle juice and jalapeños. The video went viral, with Ocado and Waitrose reporting up to a 20% year-on-year rise in pickle sales the following spring.
This April, Dua Lipa and Nespresso teamed up to launch a Pickled Coffee Cola as part of a six-day immersive pop-up experience in London’s Covent Garden.
Health trends are also bolstering demand for pickle juices, with professional athletes turning to the briny liquid to support hydration and electrolyte balance during prolonged exercise.
Footballer Kieran Trippier and tennis stars Carlos Alcaraz and Jannik Sinner have all been spotted consuming pickle juice to prevent muscle cramps while competing at major sporting tournaments. German referee Felix Zwayer was also given pickle juice after cramping up during a recent Fifa World Cup game.
“Pickles are dominating the cultural conversation,” said Cherruault. “With savoury cocktails surging in popularity and elite athletes turning to pickle juice for performance recovery, consumer demand has never been stronger.”
Soft drinks brand Yew is also planning to launch a sparkling pickle water this summer.
Combining “sparkling water with a splash of briny dill pickle, notes of fresh cucumber and a bright tangy finish,” Yew Pickle will roll out in Planet Organic stores on 1 July, ahead of landing in Ocado from August (rsp: £1.99/330ml).
It joins a range from Yew that already includes Pink Rhubarb, Green Apple and Yuzu Grapefruit.
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