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

Andy Marino
By Andy MarinoOct 28, 2020
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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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

2020 great taste awardmr porkypork scratchingtayto group

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