The Snaffling Pig Co

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

In 2016, the company went on to appear on series 14 of Dragons’ Den, where they 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 2019, The Snaffling Pig Co successfully 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’.[6]

In April 2021, The Snaffling Pig Co was listed as the UK's second largest pork snacks brand, with YOY growth of 26%.[7]

In May 2021, Snaffling Pig worked with creative agency Creative AF to produce a soundtrack for the brand, based on their motto: Piggin' Magic.[8]

In June 2021, The Snaffling Pig Co was listed in Alantra's Fast 50 report, wherein it ranked 7th.[9] The Grocer covered this report with a soundbite on The Snaffling Pig Co in their article on Britain's 50 fastest-growing food and drink companies.[10] And Jeremy Howell interviewed Nick Coleman for the BBC's series ‘CEO Secrets’.[11]

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

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 scratchings flavours include Black Pepper, Low & Slow BBQ, Hot to Trot Habanero, Marvellous Maple, Perfectly Salted and Salt 'N' Vinegar.[13][14][15] And in 2021, Snaffling Pig won Great Taste Awards for its Chorizo Bites and Caramelised Honey & Chilli Peanuts.[16]

In 2017, The Snaffling Pig Co launched their first pork scratchings advent calendar in Debenhams. The advent calendar contains 24 bags of 6 different flavours of pork crackling, and through advent calendar sales alone, The Snaffling Pig Co sells 2.1 million packets of crackling annually.[17][18]

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’.