Nick Coleman – Wild Business Growth Podcast #113: Punny Foodpreneur, Founder of Snaffling Pig

Sometimes you just need to launch a brand of pork crackling. Yep, you read that right. That’s the story of this week’s Wild Business Growth Podcast guest, Nick Coleman. Nick is the Founder and CEO of Snaffling Pick, the Dragons’ Den success story that’s disrupting the UK snack industry with their awesome flavored pork crackling and scratchings. Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, and your other favorite podcast platforms.

What is the Wild Business Growth Podcast?

Wild ideas. Wild growth. Every Wednesday morning a new entrepreneur or innovator joins the Wild Business Growth Podcast to share the crazy creative and unusual ways they grew their business, and provides tips for you to do it, too. Hear the woman who became the voice of Siri, the man who’s reinventing the sandcastle, how GaryVee’s partners are turning the wine world upside down, and more wild stories. Hosted by Max Branstetter (that’s me), Founder and Podcast Producer at MaxPodcasting.

Episode #113: Nick Coleman – Punny Foodpreneur, Founder of Snaffling Pig

Nick Coleman, the Founder and CEO of Snaffling Pig, joins the show to share his journey from loving pork crackling as a kid to disrupting the UK snack industry and becoming a Dragons’ Den success story. Hear how to come up with new product ideas, grow distribution, handle impostor syndrome, Nick’s experience on Dragons’ Den, and why he faked his marriage. This episode covers everything from his start at Medical Supermarket to his favorite flavor of Snaffling Pig. Here’s a small sample of what you will hear in this episode:

• The lengths Nick will go to have fun and get business results
• How do you grow your brand by introducing new products
• Where is Snaffling Pig sold
• How does Dragon’s Den compare to Shark Tank
• How did Snaffling Pig hit their stride in the warehouse
• The Yaldi beer story
• Does Nick get impostor syndrome
• Some forklift fun

Connect with Nick on LinkedIn and at SnafflingPig.co.uk.

Enjoy the show! Check out the show notes below for much more detail.

Show Notes

• Intro
  • [0:28] Email me at for help using your podcast as a business-building tool
  • [0:41] 311
  • [0:48] Connect with Nick on LinkedIn and at SnafflingPig.co.uk
  • [1:08] Virgin Foodpreneur Award
  • [1:30] CEO (Chief Executive Officer)
  • [1:53] Soggy Sorrows
  • [1:58] Thank you Jane Bayler – The Smart Connector
  • [2:15] Why did Nick fake his marriage
  • [3:16] Business Plan
  • [3:30] Has Nick always taken risks to get business results
  • [4:36] See below picture for Nick’s warehouse gear/podcast interview attire
  • [5:00] Accounting
  • [5:35] Michael Scott Forklift Scene from The Office
  • [6:11] Where did the idea for Medical Supermarket come from
  • [6:27] Marks & Spencer (M&S)
  • [7:04] Udhi Silva
  • [7:41] GP (General Practitioner)
  • [8:36] Pork Crackling, Pork Rinds
  • [8:45] Brand Purpose
  • [8:57] A pun!
  • [9:16] What growth lessons did Nick learn from Medical Supermarket
  • [9:42] Bottom Line, Top Line
• The Snaffling Pig Story
  • [10:57] Why did Nick switch from medical supplies to pork
  • [11:05] Pork Scratching
  • [11:25] Coke (Coca-Cola)
  • [12:11] BrewDog
  • [12:50] Veganism
  • [14:08] What early feedback did Snaffling Pig get at the pub
  • [16:53] Tech (Technology)
  • [16:56] Minimum Viable Product (MVP)
  • [17:57] When did Nick realize Snaffling Pig had the potential to go bigtime
  • [19:28] Selfridges
  • [19:38] Selfridges Foodhall
  • [21:08] Pork Crackling Advent Calendar, Piggin’ Hampers
  • [21:56] Snaffling Pig Beer, Cider, Sauces
  • [22:02] How does Snaffling Pig come up with their new product ideas
  • [22:47] Snaffling Pig Apple Sauce
  • [23:21] Pareto Principle, 80-20 Rule
  • [24:05] Overhead
  • [24:07] Revenge of the Accountants
  • [24:18] Pig Bluey BBQ
  • [25:00] How has Snaffling Pig been able to grow distribution
  • [25:52] Retailer
  • [26:02] Direct-to-Consumer (DTC)
  • [26:14] On-Trade
  • [26:28] Commodity
  • [26:32] Recession
  • [26:45] Consumer Packaged Goods (CPG)
  • [27:06] Consumer
  • [27:42] How was Nick’s experience on Dragons’ Den (UK Shark Tank)
  • [28:14] Nick Jenkins, Moonpig
  • [29:16] PR (Public Relations)
  • [29:42] What did Nick and his team do best to secure a deal on Dragons’ Den
  • [30:15] BBC
  • [32:26] What is Startup Logistics
  • [33:18] Crowdfunding
  • [33:24] Hospitality Sector
  • [34:48] Gold Rush
  • [35:37] Snaffling Pig Warehouse
  • [36:17] Save time with your high-quality podcast. Email me at to bring your podcast to life and use it as a business-building tool

• Wild Business Shoutout of the Week
  • [37:37] ALDI, Lidl
  • [37:46] Anti-Establishment IPA
  • [37:52] LinkedIn
  • [38:06] BrewDog Yaldi IPA
  • [38:25] Tesco
  • [38:32] Piss-Take
• Rapid-Fire Q&A
  • [39:56] How is Snaffling Pig so creative when coming up with product ideas
  • [40:22] What is a weird talent Nick has
  • [40:42] Impostor Syndrome
  • [41:45] Marvelous Maple Double Cooked Porky Puff
  • [42:03] Twisted Tail Pale Ale
  • [42:15] Session Ale
  • [42:44] Connect with Nick on LinkedIn and at SnafflingPig.co.uk
  • [42:56] Brexit
  • [43:10] What are Nick’s final thoughts
  • [43:41] Subscribe to the Wild Business Growth Podcast and tell a friend about the podcast
  • [43:44] Check out the Wild Business Growth Podcast on GoodPods, where you can see what your favorite people are listening to
  • [43:48] Connect with me on Instagram, Twitter, and LinkedIn at @MaxBranstetter
  • [43:52] Save time with your high-quality podcast. Email me at to bring your podcast to life and use it as a business-building tool
  • Theme music: Freestyle Percussion Magik – Jungle Tribe – provided by Jamendo

How do you start a podcast?

Interested in starting a professional-sounding podcast for your brand, but dreading the time commitment? I’ve got you covered. Email me at to bring your podcast to life and use it as a business-building tool.

Thanks for listening to Nick Coleman on the Wild Business Growth Podcast. To hear more Wild stories like this one every Wednesday morning, subscribe to the Wild Business Growth Podcast and tell a friend. Until next time, Let your business Run Wild…and Bring on the Bongos!!