The Snaffling Pig Co. launches new Crackling Crumb


The Snaffling Pig Co., makers of award-winning flavoured pork crackling, expands further into the grocery sector with the launch of new pork crumb seasoning. A sprinkling of Crackling Crumb, made from Snaffling Pig’s delicious quality crackling, will add a porky crunch to burgers, salads and sandwiches.

Just like Snaffling Pig’s unique flavoured crackling, the finely chopped Crumb is double cooked to produce a softer product, that retains its bite without the teeth-breaking qualities of a traditional scratching.

The new Crackling Crumb is the latest addition to Snaffling Pig’s popular range of pork crackling snacks, including 300g gifting jars and loose serve options for on-trade, plus foil jar refill packs for topping up when snacks have been snaffled away.

Crackling Crumb is unseasoned, giving it an authentic pork flavour to complement meals, whilst the full Snaffling Pig collection features innovative flavours including the Great Taste Award-winning, Black Pepper, Perfectly Salted and Funkin’ Fennel, plus, new ham with a kick of Colman’s mustard.

Andrew Allen, co-founder and marketing director at The Snaffling Pig Co., commented: “Crackling is so much more diverse than people give it credit for – we’d seen the trend for using it as an ingredient and noted the number of our customers who were following low carb diets, and felt it was an exciting next step to take on our porky venture.  We’re thrilled to be expanding The Snaffling Pig range and looking forward to letting our fans experiment with it!

We should give a special mention to Andrew Ayres at Ocado, who helped to drive making this product a reality. It’s lovely to have such a great partnership with him and his team.”