From Pickle Bags to Nickel Bags

Consumer preferences are shifting toward wellness and alternative remedies, and some of the most recognizable names in American business are eyeing cannabis as a fertile ground for expansion. These legacy companies, built on generations of tradition in food, beverages, and pharmaceuticals, see the industry’s rapid growth as an opportunity to attract new demographics and bolster revenues.

One such story unfolds with the Vlasic family, known for their iconic pickles, which is extending its brand into cannabis products. This move exemplifies a broader pivot among established enterprises drawn to cannabis’s potential.

The cannabis market, valued at over $30 billion in the United States alone as of 2025, continues to expand with legalization in more states and shifting public attitudes. The International Cannabis Business Conference (ICBC) projects that sales could reach $100 billion globally by 2030, driven by demand for medical, adult use, and wellness applications. For legacy brands facing saturated traditional markets, cannabis offers a chance to innovate and connect with younger, health-conscious consumers who prioritize natural products.

A Family Name Branches Out

Willy Vlasic, grandson of the pickle company’s founder, represents this transition. Raised in Michigan amid a family legacy of food production, Vlasic entered the cannabis space about a decade ago. His journey began modestly, growing medical marijuana plants in his father’s basement after obtaining a caregiver license. Over time, he scaled up, securing cultivation licenses and building operations in multiple states.

Today, Vlasic oversees Vlasic Bioscience, which includes CBD products under Vlasic Labs and THC offerings through Vlasic Flower. The company operates a vertically integrated facility in Las Vegas, managed by partners, where it produces items ranging from bath bombs to pet chews and flower. Vlasic has also expanded into Missouri, licensing his brand to local growers. This structure allows him to maintain family control while mitigating risks through partnerships and investments.

His path was not straightforward. Family reservations were initial hurdles; his father wavered between enthusiasm and doubt before endorsing the venture. Vlasic’s grandfather, a conservative figure who built the pickle empire from humble Croatian immigrant roots, gave his blessing after understanding CBD’s non-intoxicating, wellness-focused nature. The decision to use the family name came during a brainstorming session when a partner suggested it, transforming a CBD extraction side project into a branded enterprise.

Reflecting on his family’s evolving acceptance, Vlasic has noted how legalization helped shift perspectives.

“As it became legal in Michigan, my dad started to take it more seriously from a business perspective, and my mom started using the topical ointments and creams, and even her mom was using them,” he said. “I couldn’t believe that members of my family were using something that had come from a derivative of cannabis, that had anything to do with cannabis, but that is kind of how they became warmed up to it.”

Vlasic’s operations emphasize quality and affordability, drawing on his hands-on experience from basement grows to commercial facilities. He has interned at established grows in Washington state and managed sales for other brands, achieving record prices in Missouri markets. Yet, he positions his business as a brand first, licensing deals to operators rather than owning every aspect, which keeps the company lean amid industry volatility.

This approach mirrors how legacy figures adapt to cannabis. Vlasic avoids direct ties to the pickle brand’s imagery, such as its famous stork mascot, to respect trademarks now held by ConAgra Foods. Instead, marketing highlights the family’s history of delivering trusted products, framing cannabis as a natural extension.

Read more: Buddhist Monks Arrested in 242-Pound Cannabis Bust: Last Week in Weed April 21-27, 2026

Industry Giants Follow Suit

Vlasic’s foray is part of a broader trend in which major corporations invest in cannabis to diversify their portfolios. Lifestyle guru and founder of her namesake company, Martha Stewart Living Omnimedia, who is often described by the media as the “first self-made female billionaire,” has a line of CBD gummies with Wana Brands.

Alcohol companies have made similar moves. Constellation Brands, known for Corona beer and Svedka vodka, invested $4 billion in Canopy Growth in 2018, gaining an option to acquire a majority stake. The partnership focuses on cannabis-infused beverages, tapping into a segment projected to grow as consumers seek non-alcoholic alternatives. Molson Coors followed with a joint venture alongside Hexo (now part of Tilray) to develop infused drinks, blending brewing knowledge with cannabis extraction. The Boston Beer Company, maker of Samuel Adams, also entered the race to corner the inebriation market amid declining overall alcohol sales. The company’s Canadian-based subsidiary (BBCCC, Inc.) produces a cannabis-infused iced tea beverage named TeaPot.

Pharmaceutical powerhouses are also involved. Johnson & Johnson, through its subsidiaries, has researched cannabinoid-based therapies for conditions such as epilepsy. AbbVie holds patents related to cannabis compounds, while Teva Pharmaceutical distributes medical marijuana products in Israel via partnerships. These firms view cannabis as a source of novel drugs, with GW Pharmaceuticals’ Epidiolex, an FDA-approved CBD treatment for seizures, serving as a model.

Additionally, consumer products companies participate. Coca-Cola discussed CBD-infused beverages with Aurora Cannabis in 2018, though no deal materialized. Scotts Miracle-Gro, a plant care staple, expanded its Hawthorne Gardening subsidiary to supply hydroponic equipment to cannabis cultivators, capitalizing on the home-grow trend.

These pivots stem from cannabis’s appeal to a broad customer base. Millennials and Gen Z, who favor wellness trends, represent a growing segment. Medical users seek relief from pain, anxiety, and other ailments, while recreational consumers drive demand in legal states. Legacy companies bring distribution networks, branding prowess, and capital to navigate regulations, outpacing smaller startups.

Navigating Risks and Rewards

Despite the promise, challenges persist. Federal illegality in the U.S. complicates banking, interstate commerce, and advertising. State-by-state rules create a patchwork of compliance hurdles, from licensing to waste disposal. Vlasic notes the need for strict adherence. 

Social equity concerns arise as big players enter the market. Critics argue that legacy operators from underground markets, often disproportionately affected by past drug laws, struggle to compete with well-funded corporations. Initiatives like New York’s priority licensing for those with prior convictions aim to address this, but implementation varies.

Environmental impacts also factor in. Cannabis cultivation demands significant water and energy, prompting companies to adopt efficient practices. Vlasic says its partners use advanced management to optimize yields without constant oversight.

For consumers, these pivots mean more accessible, standardized products. Brands like Vlasic offer familiarity, potentially reducing stigma. As one industry observer noted, when household names endorse cannabis, it signals mainstream acceptance.

Looking ahead, rescheduling cannabis at the federal level could accelerate growth. Until then, legacy companies proceed cautiously, using investments and partnerships to test the waters. Vlasic’s story, from pickle jars to cannabis jars, illustrates resilience and adaptation. As more established firms follow suit, the industry may transform from fringe to fixture in American commerce.