Snaffling Pig expands snack range with Foot-Long Sausage Roll

Snaffling Pig expands snack range with Foot-Long Sausage Roll

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 its recently launched Chorizo Bites; last month (April) 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 is now available in ASDA supermarkets across the country, as the country prepares for a summer of socialising. RRP is £1.69.

The partnership with Peter’s 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.”

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.”

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