Snaffling Pig slays entrepreneurial dragons to win £70,000

Premium pork crackling brand Snaffling Pig Co. won over founder Nick Jenkins in last night’s episode of BBC’s Dragons’ Den. 

The company’s founders, Andrew Allen and Nick Coleman, successfully pitched their growing business, securing a £70k investment from Jenkins, who described the product as the “nicest pork crackling he’d ever tasted”.

“Having Nick’s skills and passion on board is a huge boost for the team and will help us accelerate our plans to take this little piggy to market in ways he has never been before,” said Coleman.

“The Den has proven to be a great springboard for food businesses in the past. Having spent the last two years building relationships with some amazing customers we’re beyond excited to see where the year ahead will take us. Though we won’t lie – straight after the pitch, it took us to the pub.”
The deal will see Jenkins take 20% of the business, with the option for Snaffling Pig to buy back 10% of the Dragon’s holding at a later date.

“The most exciting part of Dragons’ Den is finding businesses that have the perfect mix of team, product and market opportunity, and helping them achieve their potential,” said Jenkins.

“Nick and Andy were able to demonstrate that Snaffling Pig ticked all of those boxes and as such I’m delighted with the investment.”

Snaffling Pig also received positive feedback from other Dragons Deborah Meaden, who admitted that she’d be “taking the product home with her”, and Sarah Willingham, who offered to stock the product across her venues.

Allen commented: “It was very much a considered decision to go on the show, as it’s the kind of environment where if you’ve got holes in your offering you’ll get found out – in front of an audience of millions to boot. But, as an FMCG [fast-moving consumer goods] business, a room full of Dragons is a piggin’ amazing place to be. We know we’re not everyone’s cup of tea and you 100% see that during our pitch, but that’s half the fun of the product – we love being someone’s occasional guilty pleasure.”

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