The Snaffling Pig Co announces partnership with Colman’s

Premium pork crackling producer the Snaffling Pig Co has announced its first partnership, with condiment company Colman’s. 

The coming-together of the firms is marked by the introduction of a ham and Colman’s mustard flavoured pork crackling, available from this month. The new variety represents Snaffling Pig’s ethos of innovating and breathing new life into pork crackling, reflecting a growth in demand in the category.

“Pork and mustard is a flavour combination that is a gift from the porky gods, so when we decided to make our version, there was only one place to turn to bring the kick we wanted,” said Andrew Allen, co-founder and marketing director of Snaffling Pig.

“Colman’s is such an iconic British brand, but it’s also one with a playful edge, so we’re incredibly happy to have them join us on our porky venture-adventure.”

The new flavour is available in several formats across Snaffling Pig’s grocery, trade and gifting arms. This includes 50g foil packs, 2.5kg bags for loose-serve in the trade market and reusable jars for the gifting category.

Chloe Irwin, senior licensing manager at Unilever UK, parent company of Colman’s, commented: “In the past pork crackling has mainly been consumed as a snack in a pub or a bar, but we have seen a surge in demand within the grocery sector. We are thrilled to have partnered with the Snaffling Pig Co, such an up-and-coming brand, as well as giving Colman’s consumers the ability to enjoy the great taste of Colman’s in an exciting new snacking format.”

Snaffling Pig was first established in 2014, with the mission statement of taking pork crackling to “places it had never been before”. The double-cooked crackling has received several Great Taste awards, and even featured on Dragons’ Den. For the first time, the firm launched a pork crackling advent calendar in 2016.

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