The Snaffling Pig Co

The Snaffling Pig Co is the trading name of Snaffling Pig Limited, a British snack food manufacturer. Snaffling Pig is known for its own brand of pork snack products.

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
14 (2020)
Websitehttps://www.snafflingpig.co.uk/

The company appeared on the 14th season of BBC Two's Dragons’ Den in 2016, where it 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.

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

In 2016, the company appeared on series 14 of Dragons’ Den, where it 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 2018, The Snaffling Pig was a finalist for the Consumer Business of the year[6] - Start Ups Awards.[7]

In 2019, The Snaffling Pig Co 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’.[8]

In April 2021, The Snaffling Pig Co was listed as the UK's second largest pork snacks brand, with YOY growth of 26%.[9]

In May 2021, Snaffling Pig worked with creative agency Creative AF to produce a soundtrack for the brand, based on their motto: Piggin' Magic.[10]

In February 2022, Snaffling Pig recalled a specific batch of 45 Gms Perfectly Salted Pork Scratchings because of the presence of Salmonella.[11]

Great Taste Awards

The Guild of Fine Food has awarded The Snaffling Pig Co a total of 12 Great Taste Awards across its snack ranges. Award-winning pork crackling and scratching flavors include Black Pepper, Low & Slow BBQ, Hot to Trot Habanero, Marvelous Maple, Perfectly Salted, and Salt 'N' Vinegar.[12][13][14] In 2021, Snaffling Pig won the Great Taste Awards for its Chorizo Bites and Caramelised Honey & Chilli Peanuts.[15]

Pork crackling advent calendar

In 2017, The Snaffling Pig Co launched its first pork scratching advent calendar in Debenhams. The advent calendar contains 24 bags of 6 different flavors of pork crackling, and through advent calendar sales alone, The Snaffling Pig Co sells 2.1 million packets of crackling annually.[16][17]

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’.

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. Williams, Henry (7 October 2018). "Consumer Business of the Year 2018: Meet the finalists | Startups Awards". Startups Awards by Startups.co.uk: Start up a successful business. Retrieved 6 March 2023.
  7. "Home". Startups Awards by Startups.co.uk: Start up a successful business. Retrieved 6 March 2023.
  8. "Overfunding: Pork Brand Snaffling Pig Surpasses £750,000 Funding Target on Crowdcube". Crowdfund Insider. 22 September 2019. Retrieved 24 August 2021.
  9. "Snaffling Pig Expands Snack Range With Foot-Long Sausage Roll Brand Flips Another New Format With Peter's Partnership". Food4Media. Retrieved 24 August 2021.
  10. CreativeAF (22 May 2021), Snaffling Pig - 'Piggin Magic', retrieved 24 August 2021
  11. "Snaffling Pig recalls Perfectly Salted Pork Scratchings because of the presence of Salmonella". Food Standards Agency. Retrieved 5 February 2022.
  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. "Great Taste Awards 2021". greattasteawards.co.uk. Retrieved 21 September 2021.
  16. Munbodh, Emma (17 June 2021). "Pub snacks business which started as a £500 bet is now worth £6million". mirror. Retrieved 24 August 2021.
  17. Ward, Charley (7 October 2020). "Our favourite food advent calendars for 2021". Good Housekeeping. Retrieved 24 August 2021.
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