Salty Dog Brands has launched a new premium pork crackling snack that is double cooked, resulting in a lighter texture that is easier to eat than traditional pork scratchings.
Gruntled is available in three flavours – Cornish sea salt, habanero and English mustard – and is being aimed at foodservice and hospitality outlets, as well as delis, farm shops and other retailers across the UK. Entirely free from gluten and MSG, the brand has already secured a listing with supermarket chain Booths.
Salty Dog founder Dave Willis said: “The alternative snacks market continues to grow, with flavour and indulgence two of the key drivers of consumer demand, and the new Gruntled brand has bags of both. Pork scratchings have always been a guilty pleasure of mine, so I thought to myself ‘why be guilty? What can we change?’
“Now I am exceedingly proud to introduce Gruntled to an unsuspecting world. We’ve taken the finest pork, cooked it twice, which makes it lighter and less tooth-breaking than traditional scratchings. We’ve then seasoned it with completely natural flavours, making sure that there’s nothing unsavoury like gluten or MSG inside.”
Gruntled is available in 40g backs with a recommended retail price of £0.90 each. A case of mixed flavours is also available to operators for a limited period.
Its launch represents a renaissance in pork scratchings, with brands reinventing and reimagining the bar classic. In October, FoodBev reported that scratchings brand Mr Trotter’s had added a “feather-light, crunchy” variant to its range of pork scratchings, which are available in original, English mustard and jalapeño flavours.
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