Product Update

Is The Snaffling Pig Still in Business? (2026 Update)

Is The Snaffling Pig from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy The Snaffling Pig today.

Dragons' Den IndexUpdated 10 February 20266 min read

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Pork scratchings are not usually where you would expect to find a multimillion pound growth story, but The Snaffling Pig has built exactly that. If you are wondering whether the gourmet crackling brand is still on shelves, the short answer is a confident yes.

The Short Answer

The Snaffling Pig is still in business, and it has grown considerably since its Dragons' Den appearance. The company sells its pork scratchings and crackling ranges through its own website and wide retail distribution. Customer reviews on Trustpilot run into the thousands, with recent activity in early 2026, a clear sign the business is actively trading.

This is one of the more emphatic success stories to come out of the Den's food and drink category.

The Pitch

The Snaffling Pig appeared in series 14, episode 3, in 2016, pitching a gourmet take on the traditional pork scratching, built around bold, unusual flavours rather than the plain bagged snack found behind most pub bars.

The founders asked for £70,000 in exchange for 20 percent of the company. Nick Jenkins, the founder of Moonpig and a guest Dragon, agreed to invest the full amount for that stake.

Pork scratchings had long been treated as an afterthought snack sold behind pub bars rather than a category worth serious investment, which is part of what made the pitch stand out. The founders were effectively arguing that a forgotten snack could be rebuilt as a premium product with the same care given to artisan crisps or craft beer.

The Deal

Jenkins backed the pitch at the terms asked, £70,000 for 20 percent, giving the business both capital and the operational experience of someone who had built and scaled a consumer brand of his own. That combination of money and relevant expertise is often more valuable to a young food business than the cheque alone.

A snack category built on a genuinely differentiated flavour range gave The Snaffling Pig room to compete against much larger, more established crisps and snacks brands without trying to beat them on price.

Beyond the cheque itself, having a Dragon with direct experience scaling a gifting and consumer brand from a standing start gave the founders a sounding board for decisions around packaging, seasonal ranges and retail negotiations that a first-time food entrepreneur might otherwise have had to work out through trial and error.

Growth Since the Den

The scale of the company's growth since 2016 is substantial. The Snaffling Pig has been valued at more than £11 million, and it has picked up 12 Great Taste Awards across its snack ranges from the Guild of Fine Food, a respected industry benchmark for quality.

The brand has leaned into seasonal products too. Its pork crackling advent calendar, containing two dozen bags across six flavours, alone accounts for roughly 2.1 million packets of crackling sold every year, a figure that would have sounded far fetched back in 2016.

Winning a dozen Great Taste Awards across different flavour lines is a meaningful achievement in the food industry, since the awards are judged blind by food critics and producers rather than handed out as marketing exercises, which lends real credibility to the brand's quality claims.

Where Things Stand Now

To recap: The Snaffling Pig pitched in series 14 asking for £70,000 for 20 percent, and Nick Jenkins backed the ask in full.

Today the company is thriving, valued north of £11 million, decorated with more than a dozen industry awards, and still selling through its own site and wide retail distribution.

If you were checking whether this one made it, the answer is not just yes, it is one of the clearest growth stories the show has produced.

Few food and drink pitches from the Den's early-to-mid series have scaled this far, which makes The Snaffling Pig a useful benchmark for what a strong outcome from the show can actually look like a decade on, rather than the exception people sometimes assume Dragons' Den success stories to be.

Where to buy The Snaffling Pig

Still selling as of 10 February 2026. Check today's price and availability.

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See the full The Snaffling Pig deal breakdown and term sheet →