Colman’s has entered into the snacking category for the first time as it has partnered Snaffling Pig Co to launch Ham and Colman’s Mustard flavoured pork crackling.

The partnership will see the Snaffling Pig Co’s double hand cooked pork crackling paired with the flavour of Colman’s English Mustard.

The new variant will be offered in various formats to target grocery, on-trade and gifting markets:

• 50g foil packs, combining the Snaffling Pig Co’s established eye-catching format with the unmistakeable Colman’s branding will be available in the grocery trade;

• 2.5kg bags have been created for a premium loose serve for the on-trade;

• Several gifting formats including Snaffling Pig’s premium, reusable jars will launch in time for Father’s Day.

Chloe Irwin, senior licensing manager at Unilever UK, said: “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. 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.”

Andrew Allen, co-founder and marketing director at Snaffling Pig, commented: “Pork and Mustard is a flavour combination that is a gift from the porky gods, so when we decided to make our version, there was only place to turn to bring the kick we wanted. Colman’s is such an iconic British brand, but it’s also one with a playful edge so we’re incredibly happy to have them join us on our porky venture-adventure.”

The 50g foil packs retail at £1.50 (RRP) and come in cases of 12 and 50. And the Colman’s branded premium 300g gift jars retail at £16.99.