Crackling good news: Mr Porky again the NO 1 brand in pork snacks

Mr Porky Original Scratchings, the best-selling scratching from category leaders Tayto, has just won a 2020 Great Taste Award.

"The frying has produced an excellent crunch that, whilst not busting your dentures, produces a satisfying chew and then moves on to the soft fat," said the judges. "There is no oiliness and the seasoning is enough to promote the porkiness.

"Indulgent-looking nuggets of pork scratching with an intense pork fat aroma. Wonderful soft bits mix with great pork crackling. The seasoning is excellent. Very moreish – just need a pint to go with it."

Matt Smith, Marketing Director, Tayto Group says, "As the No1 brand with a 43 per cent share (1), Mr Porky is looking to drive further category growth with a refreshed range of award-winning products and new formats including clipstrips for easy merchandising with BWS. The new designs have improved stand-out, preserving the artisan appeal that consumers are looking for and the new packs are already delivering increased rate of sale, promising a sales boost for retailers."

The new range from Mr Porky includes:

• Mr Porky Original Scratchings - the latest, award-winning recipe, in its familiar gold packs, remains Mr Porky’s best-selling scratching.
• Mr Porky Hand Cooked Scratchings - a premium product, hand cooked in small batches, won a Great Taste award in 2019 and has the highest purchase-intent of any pack in consumer research.
• Mr Porky Crispy Strips - a relatively new innovation that Tayto reports is delivering strong sales by offering "a lighter eat compared to a traditional scratching". Made from thin strips of shoulder rind – instead of the shank rind of a scratching – the Crispy Strips have a light and crispy texture akin to bacon rind when grilled, appealing to those who may consider a scratching too heavy for, say, a daytime snack.

Given scratchings tend to be bought on impulse, are mainly consumed with a drink and one in five consumers will not buy another snack if scratchings are not available (2), it makes Mr Porky a ‘must-stock’ item on every BWS fixture.

The new range is currently rolling out across Convenience and On-trade.

Refs:

1) IRI Market Place | Total GB | Total Pork Snacks | Value | MAT to 6 Sep 20

2) Norstat | 1,808 pork snacks consumers | Shoppers in Supermarkets, Convenience, P&T, Discount stores | Jan 20