The Snaffling Pig Co

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Snaffling Pig Limited
The Snaffling Pig Co
TypeLimited
IndustrySnacks, cracklings
Founded11 December 2013
FounderNicholas Coleman and Udhitha Silva
HeadquartersAshampstead Common,
United Kingdom
ProductsPork scratchings, snacks and barbecues
Number of employees
17 (2021)
Websitehttps://www.snafflingpig.co.uk/

The Snaffling Pig Co is the trading name of Snaffling Pig Limited, a British snack food manufacturer that currently operates solely in the UK. Snaffling Pig are known for their own brand of pork scratchings, pork crackling, meat snacks and kamado-style BBQs.

The company appeared on the 14th season of BBC Two's Dragons’ Den in 2016 where they gained a £70,000 investment from Nick Jenkins.[1][2]

History[]

The Snaffling Pig Co started as the Giggling Pig Limited in December 2013, when its founder, Nick Coleman, challenged Udhi Silva to a bet: the first person to grow a company to £1m sales revenue on just £500 seed investment would be treated to a steak dinner.

Coleman has won several individual awards, namely Great British Food and Drink Entrepreneur of the Year, 2019 and London & Southeast Entrepreneur of the Year, 2019. Silva and Coleman have since launched several businesses together, including Medical Supermarket, Startup Logistics and Bounce Buddy.

Initially, Snaffling Pig’s sales were slow but, according to the Snaffling Pig website, were accelerated when a publicity stunt in 2016 – the world’s first pork scratching advent calendar – attracted over 10,000 orders, according to the Snaffling Pig website.[3]

In 2016, the company went on to appear on series 14 of Dragons’ Den, where they gained a £70,000 investment from ‘dragon’ Nick Jenkins.[4]

In 2017, The Snaffling Pig Co won the Virgin 'Foodpreneur' award, with the prize a six-week retail space at the Lakeside Shopping Centre.[5]

In 2019, The Snaffling Pig Co successfully surpassed its initial £750,000 funding target on equity crowdfunding platform Crowdcube and raised over £1.1 million with investment from over 1,800 investors, known as The Snaffling Pig Co's ‘Swine Diners’.[6]

In April 2021, The Snaffling Pig Co was listed as the UK's second largest pork snacks brand, with YOY growth of 26%.[7]

In May 2021, Snaffling Pig worked with creative agency Creative AF to produce a soundtrack for the brand, based on their motto: Piggin' Magic.[8]

In June 2021, The Snaffling Pig Co was listed in Alantra's Fast 50 report, wherein it ranked 7th.[9] The Grocer covered this report with a soundbite on The Snaffling Pig Co in their article on Britain's 50 fastest-growing food and drink companies.[10] And Jeremy Howell interviewed Nick Coleman for the BBC's series ‘CEO Secrets’.[11]

Location[]

The Snaffling Pig Co has two listed premises:

The warehouse, ‘Pork Knox’, is located in Ashampstead Common, Berkshire.

The head office, ‘Central Pork’, is based in Hampstead Norreys, Thatcham.

Great Taste Awards[]

The Guild of Fine Food has awarded The Snaffling Pig Co a total of nine Great Taste Awards across its pork scratchings and pork crackling ranges. Award-winning flavours include Black Pepper, Low & Slow BBQ, Hot to Trot Habanero, Marvellous Maple, Perfectly Salted and Salt 'N' Vinegar.[12][13][14]

Pigs, Pubs & Trotters cookbook[]

In November 2017, in partnership with Elizabeth Cox and published by Jon Croft Editions, The Snaffling Pig Co released a pork crackling cookbook titled ‘Pigs, Pubs & Trotter Bumps’.

Hospitality[]

The Snaffling Pig Co snack range is available in over 2,000 pubs and hospitality venues, including Greene King and Punch Pubs.

Supermarket news[]

The Snaffling Pig Co officially launched in Tesco in 2017 with a range of products displayed on clip strips in crisps and snacks aisles.[15]

In February 2021, building on their existing crackling and scratchings ranges, The Snaffling Pig Co launched ‘Chorizo Bites’ across multiple sites including Tesco, Sainsbury's and Morrisons.[16]

In 2021, in partnership with food manufacturer Peter's, The Snaffling Pig Co launched its first frozen sausage roll – a foot-long sausage roll with a black pepper and ketchup centre – in ASDA supermarkets.[17]

Pork crackling advent calendar[]

In 2017, The Snaffling Pig Co launched their first pork scratchings advent calendar in Debenhams. The advent calendar contains 24 bags of 6 different flavours of pork crackling, and through advent calendar sales alone, The Snaffling Pig Co sells 2.1 million packets of crackling annually.[18][19]

There are three pork crackling advent calendars in their advent range, including: just a pork snacks calendar, a beer and pork advent calendar and a seven-day, new year countdown calendar called, ‘Auld Lang Swine’.

BBQs[]

In 2019, The Snaffling Pig Co launched a Japanese kamado-style Pig Bluey Mini BBQ and has subsequently released a range of barbecue accessories.

In May 2021, The Independent gave the Mini Pig Bluey Kamado BBQ a favourable review in a side-by-side comparison with The Big Green Egg BBQ.[20]

In June 2021, Snaffling Pig's Pig Bluey BBQ was featured in GQ's ‘Best barbecue for mouthwatering Summer cookouts’ listicle.[21]

Online shopping and gifts[]

The Snaffling Pig Co’s snacks are available for purchase on QVC, Amazon and Snaffling Pig's website.

According to Snaffling Pig’s website, in June 2021, the Father's Day gift box was the #1 Snack Gift on Amazon.[22]

Various gift sets and hampers are available for purchase through the above channels, as well as third party online retailers. The Snaffling Pig Co offers personalisation options on some of the gifting range products when purchased from their website.

Gift Jars[]

All flavours of pork crackling can be purchased in 90g or 275g gift jars.

Porky puffs are available in 118g jars.

Additional pork crackling flavours not currently sold in packets – Pigs in Blankets and Thai Sweet Chilli – can be purchased in 90g or 275g jars.

Product lines[]

The Snaffling Pig Co sell a wide variety of pork scratching, pork crackling and porky puff snacks.

In 2017, Unilever's mustard brand, Colman's, entered the snack market for the first time in partnership with The Snaffling Pig Co to release a Mighty Colman's Mustard flavour pork crackling.[23]

In 2019, UK pork producer and Danish Crown subsidiary, Tulip, teamed up with The Snaffling Pig Co to create a range of gammon steaks in the first uncooked meats range for the business.[24] The two types of gammon steaks available were: Maple Glazed Gammon Steaks with Maple Crackling Crumb and Apple & Cider Gammon Steaks with Double Cooked Crackling Crumb. In 2021, this product line was discontinued.

Core snacks[]

Pork scratchings are available in ‘perfectly salted’ flavoured 45g packets.

Pork crackling is available in 8 different flavours.

The core range (45g or 18g packets)

  • Perfectly Salted
  • Low & Slow BBQ
  • Marvellous Maple

Additional pork crackling flavours (45g packets)

  • Salt ‘n' Vinegar
  • Black Pepper & Sea Salt
  • Mighty Colman's Mustard
  • Hot to Trot Habanero
  • Pig of Doom pork crackling, the ghost chilli or Bhut Jolokia chilli flavour (18g packets only)

Porky Puffs (25g packets)

  • Perfectly Salted
  • Marvellous Maple
  • Low & Slow BBQ.

Other lines[]

  • Caramelised Honey & Chilli Peanuts
  • Perfectly Salted Peanuts
  • Chorizo Bites
  • Pig of Doom Hot Sauce
  • Apple Sauce
  • Pork crackling crumb
  • Pork crackling Seasoning (Hot to Trot Habanero, Low & Slow BBQ, Black Pepper & Sea Salt, Pigs in Blankets, Marvellous Maple, Pig of Doom and Salt 'N' Vinegar)
  • Beer Cans
    • Wild Hog Pilsner
    • Twisted Tail Pale Ale
    • Mighty Swine Lager Pilsner-Style
  • Rhubarb Cider Bottles
  • Blonde Beer Bottles
  • Ground Hog Coffee (Ground Coffee)
  • Whole Hog Coffee (Whole Bean Coffee)
  • Foot-long Sausage Roll

Merchandise[]

  • Beach Towel
  • Golf Towel
  • Jute Bag
  • Cycling Shirt
  • Snapback Cap
  • T-Shirts
  • Bottle Opener
  • Socks (Trotter Warmers)
  • Mug
  • Glassware
  • Bean Bags
  • Tote Bag
  • Metal Scoop
  • Bar Runner
  • Ramekins
  • Apron of Power

References[]

  1. ^ Pyke, Chris (1 April 2021). "The good, the bad and the unusual businesses that appeared on Dragons' Den". Business Live. Retrieved 24 August 2021.
  2. ^ "The Snaffling Pig co-founders talk GoPros, Dragons' Den, jail and setting up a business with £500". CityAM. 15 August 2016. Retrieved 24 August 2021.
  3. ^ "Here's to Pork Scratching Advent Calendars!". Snaffling Pig. Retrieved 24 August 2021.
  4. ^ foodmanufacture.co.uk. "Dragons' Den investors back pork firm with £70k". foodmanufacture.co.uk. Retrieved 24 August 2021.
  5. ^ Anonymous (30 November 2017). "Foodpreneur". Virgin Start Up Loans - Support and Advice to Start Your Own Business. Retrieved 25 August 2021.
  6. ^ "Overfunding: Pork Brand Snaffling Pig Surpasses £750,000 Funding Target on Crowdcube". Crowdfund Insider. 22 September 2019. Retrieved 24 August 2021.
  7. ^ "Snaffling Pig Expands Snack Range With Foot-Long Sausage Roll Brand Flips Another New Format With Peter's Partnership". Food4Media. Retrieved 24 August 2021.
  8. ^ CreativeAF (22 May 2021), Snaffling Pig - 'Piggin Magic', retrieved 24 August 2021
  9. ^ "Alantra Food & Beverage Fast 50 – 2021". Alantra. 18 June 2021. Retrieved 24 August 2021.
  10. ^ Mattinson2021-06-11T13:44:00+01:00, Alec. "How Britain's 50 fastest-growing food and drink companies beat the pandemic". The Grocer. Retrieved 24 August 2021.
  11. ^ "CEO Secrets: 'I started my firm for under £500 as a bet'". BBC News. 16 June 2021. Retrieved 24 August 2021.
  12. ^ "2018 Winners | Great Taste Awards". previousyears.greattasteawards.co.uk. Retrieved 24 August 2021.
  13. ^ "2017 Winners | Great Taste Awards". previousyears.greattasteawards.co.uk. Retrieved 24 August 2021.
  14. ^ "2016 Winners | Great Taste Awards". previousyears.greattasteawards.co.uk. Retrieved 24 August 2021.
  15. ^ "Snaffling Pig launches nationwide in Tesco | Pig World". Retrieved 24 August 2021.
  16. ^ Briggs, Fiona. "Snaffling Pig strengthens snacks foothold with new Chorizo Bites launch". Retail Times. Retrieved 25 August 2021.
  17. ^ Craft, Mark. "Snaffling Pig Adds Foot-Long Sausage Roll To Snack Range | KamCity". Retrieved 25 August 2021.
  18. ^ Munbodh, Emma (17 June 2021). "Pub snacks business which started as a £500 bet is now worth £6million". mirror. Retrieved 24 August 2021.
  19. ^ Ward, Charley (7 October 2020). "Our favourite food advent calendars for 2021". Good Housekeeping. Retrieved 24 August 2021.
  20. ^ "Big Green Egg vs Snaffling Pig Co pig bluey: Which kamado barbecue is the best?". The Independent. 5 July 2021. Retrieved 24 August 2021.
  21. ^ Nast, Condé (7 July 2015). "Best barbecues for mouthwatering summer cookouts". British GQ. Retrieved 24 August 2021.
  22. ^ "What to buy dad this Father's Day?". Snaffling Pig. Retrieved 24 August 2021.
  23. ^ "Colman's mustard teams up on new flavour of pork crackling". FoodBev Media. 30 March 2017. Retrieved 24 August 2021.
  24. ^ foodnavigator.com. "Tulip teams up with snack company for new product". foodnavigator.com. Retrieved 25 August 2021.


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