Bubbies, a tradition of fermentation and innovation

Gut-friendly foods are on trend these days. Fermented products like pickles and kombucha are popular options for consumers seeking to create a healthy gut microbiome. Rich in probiotics, fermented foods break down complex foods, aids in digestion, and makes it easier for us to absorb micronutrients like vitamins and minerals, explained Chris Glab, chief innovation officer of Fermented Food Holdings.

Headquartered in Wisconsin, Fermented Food Holdings owns a portfolio of brands in the fermented foods space. One of them is Bubbies, a line of refrigerated fermented foods, which it acquired in December 2021.

As the story goes, in 1982, Leigh Truex began selling naturally fermented kosher dill pickles at local stores and farmers markets in San Francisco, Calif. The traditionally made pickles became very popular in the community and according to Glab, Bubbies established itself as a “nice little regional brand” then.

In 1989, ex-bankers John and Kathy Gray acquired Bubbies.

“They took a broad-scale approach and expanded it from a small regional product to a national brand,” he recalled.

Chris Glab.

The Grays felt Bubbies had a special place in the U.S. market because there were very few fully fermented pickles in the country and virtually none sold nationally at that time. One of the main reasons for this is the manufacturing process—naturally, 100 per cent wild fermented pickles without preservatives or vinegar are time-consuming and difficult to make on a large scale. Traditionally, pickles are salted, flavoured and left to ferment for four to five weeks. Bubbies still uses the time-honoured tradition of pickling, but in large, controlled rooms where all relevant factors, such as temperature and humidity, are monitored to create the perfect bottle of pickle with all its nutrients intact.

Grays sensed an opportunity and transformed Bubbies into one of the leading refrigerated pickle brands in the U.S. The Grays also expanded Bubbies’ product portfolio. They launched bread and butter chips, relishes, horseradishes, and sauerkrauts.

They also moved most of the manufacturing from California to Quebec. The bulk of Bubbies’ products including their Kosher Dill Pickles and Kosher Dill Pickle Chips are currently co-packed in Quebec.

“We’ve developed a very strong relationship with a great partner who helps us with the manufacturing of these products. What’s nice about Canada, and Quebec, in particular, is that it has a strong deli culture”, so they understand how to package these products, explained Glab.

According to Glab, it’s helpful to have a manufacturing hub in Quebec as they have a good distribution list in Canada. Bubbies is sold in Loblaws, Metro, Whole Foods, Longos, Goodness Me, Healthy Planet, Safeways, Sobeys, as well as in Quebec-based Marshalls stores.

According to Glab, Bubbies’ sales are over 25 per cent compared to 2023 (January-June).Currently, the company is focusing on expanding distribution and launching new products that would fit the Bubbies brand—think Eastern European heritage, such as pickled beets and mustard-based condiments.