Tulip partners with Snaffling Pig to launch gammon steak range

Danish Crown’s Tulip subsidiary has joined forces with British pork snacks brand Snaffling Pig to release a range of gammon steaks in the UK.

Featuring Snaffling Pig’s pork crackling, the line is available in two variants: maple-glazed gammon steaks with maple crackling crumb, and apple and cider gammon steaks with double-cooked crackling crumb.

Marinated in “bold, tantalising sauces made with fresh, high-quality ingredients”, the steaks are 100% British gammon.

The products will be created at Tulip’s Westerleigh site in the UK following significant investment in recent years to enhance gammon production capabilities and capacity.

The launch will be supported by a wider marketing campaign, engaging food influencers across social media, as well as product sampling using a Snaffling Pig ice cream van.

Nick Coleman, Snaffling Pig founder and CEO, said: “At Snaffling Pig, flavour is crucial to us. We’ve had great success with our pork snacks, and now we’re on a mission to change perceptions that gammon is old fashioned and lacks versatility.

“The new range is bold, exciting, flavourful. We’re bringing excitement to the shelf with our colourful packs and branding, which appeals to a younger audience than is typically buying the cured meat at the moment.”

He added: “We think if something is worth doing, it’s worth piggin’ right, and we’re really proud of our new steaks. We hope shoppers will enjoy them as much as we do – we’re confident they will. In fact, we’ve already got more flavours and categories in development.”

Daniel Thiem, senior customer marketing manager at Tulip, said: “At Tulip, we work with suppliers to ensure we have the latest technology available to be truly innovative and to create new products that meet a need in the market and help our customers drive sales.

“The gammon category has a lot of potential for growth and we think the Snaffling Pig steaks will bring the product back to front of mind for shoppers.”

The chilled gammon steaks are available in packs of two at Sainsbury’s, retailing for £3.99.