Claussen has launched a new drink called Just the Brine, tapping into the ongoing craze for pickle-related products ignited by TikTok. This eight-ounce beverage, made with pickle juice only, was released in limited quantities, celebrating pickle culture, which has evolved rapidly since 2022. The trend has seen consumers experiment with pickle-based recipes and drinks. Claussen’s brand manager noted a significant response to the product on social media, indicating consumers' interest in unique flavor experiences without the actual pickles. Just the Brine is another evolution of playful pickle innovation.
"Just the Brine is an eight-ounce bottle of juice-sans-pickle that meets the growing demand for pickle-flavored drinks, inspired by TikTok trends."
"Since 2022, pickle-themed products have exploded in popularity, from pickle pizza to unique concoctions like pickle brine martinis and even pickle toothpaste."
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