Snaffling Pig, the home of UK porky snacks, has launched its first ever frozen sausage roll. The Foot-Long Sausage Roll with Black Pepper and Ketchup has been developed in partnership with family favourites, Peter's. It sees Snaffling Pig build on its much-loved range of pork crackling, Porky Puffs and their recently launched Chorizo Bites; last month Snaffling Pig was listed as the UK's second largest pork snacks brand, with YOY growth of 26%.

The move into the sausage roll category is part of the brand's strategy to broaden its indulgent snacking appeal, injecting its signature fun formats and bold, modern flavours into yet another traditional classic. The Foot -Long Sausage Roll launches on 25th May and will be available in ASDA supermarkets across the country, as the country prepares for a summer of socialising. RRP is £1.69.

Substantial snacking as growing trend

The partnership responds to shifting consumer behaviour, as multiple lockdowns trigger a growing demand for interesting, substantial at-home snacks, combined with the powerful nostalgia trend. The sausage market continues to outperform across all meats, with figures from Kantar showing growth of 19% last year. At the same time, the chilled savoury market is valued at £1.4bn in the UK alone.  The new Peter's partnership sees Snaffling Pig take on a category ready for innovation. 

Snaffling Pig co-founder, Udhi Silva, comments, “Snaffling Pig has always been about celebrating and re-inventing the classics. We know that with some attention, a bit of love and imagination, we can create something special, for customers to snaffle more brilliant snacking moments. Our sausage rolls are equal parts convenient, comforting and at a great price point. Peter's has such a great track record of both innovation and experience, we're excited to launch our new range next month.”

Expanding as category leaders

The Snaffling Pig Foot-long Black Pepper and Ketchup Sausage Roll will be the first of an expanded range of more substantial snacks, with additional flavours set to launch later this year, with a number of retailers.   

Mike Grimwood, Managing Director of Peter's, adds, “Snaffling Pig is known for its bold flavours and big ideas and we believe that USP brings some fun into the sausage roll category, a bit of adventure for the next generation of fans coming through.  The Snaffling Pig team truly shares our mission of bringing people together to enjoy tasty food and good times. Our sausage rolls are a versatile, substantial and exciting snack for everyone, as we start looking ahead to a more sociable summer.”

More information is available at www.snafflingpig.co.uk.

About Snaffling Pig

Snaffling Pig started life in 2014 on the back of a £500 bet. Co-founder Nick Coleman set out to transform the humble, neglected pork crackling and scratching. That belief morphed into an obsession. A range of flavoured pork crackling snacks has extended to whopping great big advent calendars, wedding favours, a beer, a hot sauce, a cookbook and a huge range of gifts. Snaffling Pig products are now available in John Lewis, Selfridges, Not on the High Street, Debenhams as well as Tesco, Sainsbury's, the Co-op and WHSmith. Snaffling Pig is based in Yattendon, Berkshire.