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.[citation needed]
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 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.[12]
In February 2022, Snaffling Pig recalled a specific batch of 45 Gms Perfectly Salted Pork Scratchings because of the presence of Salmonella.[13]
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.[14][15][16] In 2021, Snaffling Pig won the Great Taste Awards for its Chorizo Bites and Caramelised Honey & Chilli Peanuts.[17]
