The formation and pinch-off of non-axisymmetric vortex rings is considered experimentally. Vortex rings are generated using a non-circular piston-cylinder arrangement, and the resulting velocity fields are measured using digital particle image velocimetry. Three different nozzle geometries are considered: an elliptical nozzle with an aspect ratio of two, an elliptical nozzle with an aspect ratio of four and an oval nozzle constructed from tangent circular arcs. The formation of vortices from the three nozzles is analysed by means of the vorticity and circulation, as well as by investigation of the Lagrangian coherent structures in the flow. The results indicate that, in all three nozzles, the maximum circulation the vortex can attain is determined by the equivalent diameter of the nozzle: the diameter of a circular nozzle of identical cross-sectional area. In addition, the time at which the vortex rings pinch off is found to be constant along the nozzle contours, and independent of relative variations in the local curvature. A formation number for this class of vortex rings is defined based on the equivalent diameter of the nozzle, and the formation number for vortex rings of the three geometries considered is found to lie in the range of 3-4. The implications of the relative shape and local curvature independence of the formation number on the study and modelling of naturally occurring vortex rings such as those that appear in biological flows is discussed.