What beer drinkers have known for generations has now been backed by research – pork scratchings make beer taste better.
Research commissioned by Tayto Group, producer of Midland Snacks and the Mr. Porky pork scratching brands, found that drinkers who paired their beer with pork scratchings reported higher levels of flavour, refreshment and overall enjoyment than those drinking beer on its own.
The research comprised of real life in-pub testing, as well as a 2,000-consumer survey, with the findings then backed up by science to understand exactly why pork scratchings pair so well with a beer.
The headline findings when pairing a pint with pork scratchings were astonishing:
✔ 76% said scratchings improved the flavour of their beer
✔ Rated the beer 21.2% tastier and 16.7% more refreshing
✔ Drinkers are 4x more likely to rate their beer 9 or 10 (out of 10)
✔ Pork Scratchings are No.1 snack with lager (44%) - beating Crisps and Nuts into 2nd and 3rd place
The Science Behind the Perfect Pairing
“Pork scratchings bring intensity – you’ve got salt, crunch, richness and that deep savoury flavour all happening at once, which is exactly why they’ve remained such a satisfying snack to eat with a pint for generations,” said Jaega Wise, Beer Scientist and British Guild of Beer Writers “Brewer of the Year”.
Retailers, in order to drive incremental sales, should ensure pork scratchings are highly visible in-store clipstrips positioned alongside beer can trigger impulse purchases and encourage shoppers to add the perfect beer companion to their basket.
The evidence is now clear: Pork Scratchings make beer taste better and drives sales and profits through the till.