The Snaffling Pig Co Explained

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

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 began as "Giggling Pig Limited" in December 2013 when its founder, Nick Coleman, challenged Udhi Silva to a bet. The terms of the bet were that the first person to grow a company to £1m in 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] 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.^{[4] [5]}

In 2016, the company appeared on series 14 of Dragons’ Den, where it gained a £70,000 investment from ‘dragon’ Nick Jenkins.^[6]

In 2017, The Snaffling Pig Co won the Virgin 'Foodpreneur' award, with the prize a six-week retail space at the Lakeside Shopping Centre.^[7]

In 2018, The Snaffling Pig was a finalist for the Consumer Business of the year^[8] - Start Ups Awards.^[9]

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’.^[10]

In April 2021, The Snaffling Pig Co was listed as the UK's second largest pork snacks brand, with YOY growth of 26%.^[11]

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

In February 2022, Snaffling Pig recalled a specific batch of 45 Gms Perfectly Salted Pork Scratchings because of the presence of Salmonella.^[12]

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.^{[13] [14] [15]} In 2021, Snaffling Pig won the Great Taste Awards for its Chorizo Bites and Caramelised Honey & Chilli Peanuts.^[16]

References

1. Web site: Pyke. Chris. 1 April 2021. The good, the bad and the unusual businesses that appeared on Dragons' Den. 24 August 2021. Business Live. en.
2. Web site: 15 August 2016. The Snaffling Pig co-founders talk GoPros, Dragons' Den, jail and setting up a business with £500. 24 August 2021. CityAM. en-GB.
3. Web site: Here's to Pork Scratching Advent Calendars!. 24 August 2021. Snaffling Pig. en.
4. Web site: Munbodh . Emma . 17 June 2021 . Pub snacks business which started as a £500 bet is now worth £6million . 24 August 2021 . mirror . en.
5. Web site: Ward . Charley . 7 October 2020 . Our favourite food advent calendars for 2021 . 24 August 2021 . Good Housekeeping . en-GB.
6. Web site: foodmanufacture.co.uk. Dragons' Den investors back pork firm with £70k. 24 August 2021. foodmanufacture.co.uk. en-GB.
7. Web site: Anonymous. 30 November 2017. Foodpreneur. 25 August 2021. Virgin Start Up Loans - Support and Advice to Start Your Own Business. en.
8. Web site: Williams . Henry . 7 October 2018 . Consumer Business of the Year 2018: Meet the finalists Startups Awards . 6 March 2023 . Startups Awards by Startups.co.uk: Start up a successful business . en-US.
9. Web site: Home . 6 March 2023 . Startups Awards by Startups.co.uk: Start up a successful business . en-US.
10. Web site: 22 September 2019. Overfunding: Pork Brand Snaffling Pig Surpasses £750,000 Funding Target on Crowdcube. 24 August 2021. Crowdfund Insider. en-US.
11. Web site: Snaffling Pig Expands Snack Range With Foot-Long Sausage Roll Brand Flips Another New Format With Peter's Partnership. 24 August 2021. Food4Media.
12. Web site: Snaffling Pig recalls Perfectly Salted Pork Scratchings because of the presence of Salmonella. 5 February 2022. Food Standards Agency. en.
13. Web site: 2018 Winners Great Taste Awards. 24 August 2021. previousyears.greattasteawards.co.uk.
14. Web site: 2017 Winners Great Taste Awards. 24 August 2021. previousyears.greattasteawards.co.uk.
15. Web site: 2016 Winners Great Taste Awards. 24 August 2021. previousyears.greattasteawards.co.uk.
16. Web site: Great Taste Awards 2021. 21 September 2021. greattasteawards.co.uk.