Unilever-owned condiment brand Colman’s is making a move into the snacking category for the first time ever as part of a partnership with the Snaffling Pig Co.
The union is designed to tap into what both companies believe to be a growing demand for pork crackling, and to leverage Snaffling Pig’s position within the market.
As part of the partnership Snaffling Pig Co’s double hand cooked pork crackling will be paired with the the flavour of Colman’s English Mustard, with the new variant being offered in various formats to target grocery, on-trade and gifting markets.
"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," said Chloe Irwin, senior licensing manager at Unilever UK.
"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.”
The move follows on from Colman's 2016 campaign which repositioned the brand and championed its core mustard product.
Unilever has previously launched brands like Marmite into the snack space. Last year the FMCG giant partnered with Joe & Steph's for a Marmite popcorn line while in 2015 it unveiled a Marmite easter egg.