Snack Buyer July 2024

a clean ingredients deck and being the best in class so people will return to retailers to buy our products again and again.” In 2024 the range is predominantly meat-free, and includes Classic, Rosemary, Truffle and Caramelised Onion Snacking Cheese; Snacking Pickles both solo and with Chilli; Snacking Chillies and Corn Scratchings; Cornish Sea 17 XXXXXXXXXXX SERIOUS PIG specialityfoodmagazine Salted Peanuts and Almonds alongside Sausage flavour Crisps; Snackingham Classic – slices of air-dried British pork; Classic, Spicy, Wild Fennel and Thornbridge Jaipur pairing Snackalamis. Indeed, it’s the brand’s Snacking Cheese that is driving its jump in sales – and no wonder. Its unique combination of punchy, rich cheese flavour and light crunch is truly addictive, and with the addition of indulgent truffle, sweet caramelised onion and aromatic rosemary the four-strong range truly is a snacking force to be reckoned with. With their high meat or cheese content, perhaps unsurprisingly many of the products in the Serious Pig range are high in protein – but functionality is not a key message for the team. “First and foremost it’s about people indulging themselves,” says George. Serious Pig’s new slogan on their packaging pushes consumers to ‘Treat yourself seriously’, and this is the key to their mission. “We want our customers to take a little moment to enjoy and savour something really good, while being convenient and not too expensive.” Naturally for a product borne out of a conversation held in a pub, each of the products work brilliantly as partners for drinks – in fact, Serious Pig has worked alongside craft breweries to create hampers and exclusive products, and this year’s Father’s Day (a traditionally strong period for beer sales) was up there with Christmas in terms of strong sales. Therefore, it pays to think beyond the conventional snacking aisle when considering where to position Serious Pig products – give them a go in your drinks section, too. 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 TRENDING NEW FLAVOUR For such an innovative company, it’s reassuring to know that Serious Pig is in it for the long haul, thoroughly looking after and investing in its staff and suppliers as much as in its range and customers. “We are proud to be a London living wage employer,” says George, “and we can assure Snack Buyer readers that we and are our suppiers are SALSA and BRC accredited, too.” Plus, it’s worth noting that the business has a passionate community of fans behind it – “we’re community-owned with over 4,000 investors,” says George, “having crowdfunded several times and taken on a number of small shareholders.” With such a sizeable audience willing to invest in Serious Pig, the future is looking bright for the business. Environmentally-conscious readers will be pleased to know that Serious Pig has an impressive array of eco-friendly credentials to its name. “As our products are ambient, our food waste as a business is less than 0.05%, and we are also evolving our packaging to be fully recyclable for most products as part of our journey to becoming B Corp-accredited.” SERIOUS PIG’S RANGE IS AVAILABLE EITHER DIRECT OR THROUGH: Cotswold Fayre Epicurium Diverse Fine Foods DDC Holleys Fine Foods Auguste Noel Curd & Cure Delicious Ideas Icone International Chiltern Snacks We want our customers to take a little moment to enjoy and savour something really good, while being convenient and not too expensive