Snack Buyer July 2024

16 @specialityfood ideas, the origin story of Serious Pig is a humble one. “Our original lightbulb moment came in a pub,” begins founder George Rice, “when I decided to produce the kind of charcuterie you’d find in a French market but made in the UK for the snacking sector.” Success quickly followed, with the product finding a natural home in the fine food sector as well as hotels, travel hospitality and mainstream retailers including Whole Foods and Ocado. Despite its wide and varied audience, The Serious Pig team is passionate about supporting the independent retailers that form the backbone of their business and are proud to be stocked by a large number of fine food distributors including Cotswold Fayre, Epicurium and Diverse Fine Food. The team can also supply independent retailers directly, with a minimum order value of £80. While Serious Pig has travelled – quite literally – across sectors and the world thanks to its airline stockists, there’s a clear reason why it is a stalwart of the independent fine food retailer’s arsenal: unparalleled quality. “Quite simply, we are the best in class,” says George. “Everything we do is as good as it can be, and it’s innovative as well, which is why consumers who shop in delis, food halls and farm shops are so loyal to our brand.” A flavour-first philosophy has reaped rewards with discerning foodies. “What we focus on most is flavour, keeping W hen a brand’s founding mission is to premiumise pub snacks you know they’re onto a winner, and Serious Pig has continued to turn the snacking market on its head in the decade since its conception, too. Snacking seriously is the name of the game, and with a wide and varied range of snacks under its belt including crunchy cheese, pickled chillies and air-dried charcuterie, it’s no wonder that the business has gone from strength to strength to become one of the strongest players in the UK’s snacking arena. Indeed, the business’s growth has spiked in the past 18 months – a testament to the quality of its range. Like so many culture-shifting A true pioneer in the snacking category, Serious Pig is turning the sector on its head one delicious snack at a time THE INNOVATORS FUTURE FACING SNACKING CHEESE Available in Classic, Rosemary, Caramelised Onion and Truffle options, these snacks are 100% pure bites of Italian hard cheese crumbled and baked to crunchy perfection. High in protein and keto-friendly. CHARCUTERIE Indulgent snacks made from air-dried high welfare pork in a myriad of flavour-packed options including Classic Snackingham (bite-sized snacks), and Classic, Spicy, Wild Fennel and Jaipur English Summer Herb Edition Snackalamis. SNACKING PICKLES Seriously addictive and low- calorie pickled gherkins with an unbeatable flavour and crunch, thanks to being expertly farmed and picked while small and super fresh. Snacking Pickled Chillies turn up the heat.