Colman’s mustard teams up on new flavour of pork crackling

Unilever’s mustard brand, Colman’s, is set to enter the snacking category for the first time in partnership with pork scratching brand Snaffling Pig.

The pair will team up to launch a ham and Colman’s mustard flavour of Snaffling Pig’s pork crackling. The variety will introduce consumers to an established flavour combination in a completely new format.

The new product will be offered in various formats to target grocery, on-trade and gifting markets: 50g foil packs with Colman’s distinctive brands for the grocery trade, 2.5kg bags for premium loose-serve in the on-trade, and several gifting formats including premium reusable jars.

Unilever UK senior licensing manager Chloe Irwin said: “In the past pork crackling has mainly been consumed as a snack in a pub or a bar, but we have seen a surge in demand within the grocery sector. We are thrilled to have partnered with the Snaffling Pig Co, such an up-and-coming brand, as well as giving Colman’s consumers the ability to enjoy the great taste of Colman’s in an exciting new snacking format.”

Snaffling Pig co-founder and marketing director Andrew Allen continued: “Pork and mustard is a flavour combination that is a gift from the porky gods, so when we decided to make our version, there was only place to turn to bring the kick we wanted. Colman’s is such an iconic British brand, but it’s also one with a playful edge so we’re incredibly happy to have them join us on our porky venture-adventure.”

The 50g foil packs will retail at a recommended price of £1.50, while the premium 300g gift jars retail at £16.99.