June 2006 Pub Snacks? There’s Snout Better Than Scratchings If the back bar is a pub’s shop window then it’s important to promote your full range of products. Well presented and organised drinks displays are, of course, essential. But publicans should also pay close attention to the choice of snacks foods available and especially their visibility. After all, snacks tend to be an impulse purchase and if the customer can’t see a certain product or brand they’re not likely to go to the trouble of asking for it. The current trend, according to leading UK manufacturer Red Mill Snack Foods, is for a resurgence of traditional pub snack sales and in particular meat based products such as pork scratchings. Red Mill’s Mr Porky brand is the country’s biggest seller with a massive 68 per cent market share. Established more than 30 years ago, Mr Porky snacks include regular scratchings, pork crackles and pork crunch. Sarah Nunn, marketing manager for Red Mill, said: “Scratchings and beer go hand in hand and are a must for any pubs which are serious about snacking. “Mr Porky has an extremely strong retail presence and is the seventh best selling sharing snack in the UK. Its name is synonymous with pork snacks and the Mr Porky character himself is the well established and instantly recognisable carrier of the brand identity.” Great Taste, No Porkies Red Mill is preparing for a major shake up of the Mr Porky range. There will be a striking new look for all packaging, the introduction of two new lines, improved recipes for current top sellers and an extensive on trade marketing campaign. The company has also invested time and money in getting to know its consumers, information which publicans can use to their advantage when choosing which snacks to stock. Sarah said: “The typical person eating Mr Porky is down to earth and believes in having a laugh. They could be male or female and will be aged somewhere between 18 and 55. “They enjoy socialising, especially with friends at the pub where they will share a drink or two at least once a week. They also enjoy a bit of indulgence and will eat what they want, when they want – regardless of what others think. “We have used this insight to shape our redevelopment of the brand, concentrating on improving the taste and choice for the consumer and the profit potential for the snack retailer. “Our goal is to get to a position where both target markets make pork scratchings their first choice for a pub snack and demand Mr Porky by name over other less established brands.” Taking into account the importance of visibility and back bar merchandising, the new Mr Porky brand identity extends from just packaging to striking point of sale material. Bright, vivid colours on back cards, clipstrips and shelf trays will immediately catch the pub goer’s eye. But as Sarah explains, the redesign also seeks to encapsulate the product’s updated brand identity. She said: “Mr Porky’s personality is about being funny, quirky and even slightly cheeky and we are playing on these traits ahead of the brand re-launch.“ Already in pubs people are starting to see the introduction of our new strapline ‘great taste, no porkies’, which neatly sums up the product offering across the range and suits the culture of most local pubs. “As soon as we are ready to launch to the licensed trade in the autumn, people can expect a great deal of fun from us as well as a competitively priced and exciting snack proposition.” Bringing Home The Bacon One thing that hasn’t changed about the Mr Porky brand is its authenticity. Red Mill manufactures all its scratchings at a dedicated production facility in Westhoughton, Lancashire. Everything is made to a high standard of hygiene using natural ingredients, while consistency of colour and texture remains vital for ensuring customer loyalty to the brand as well as trust and satisfaction. Sarah said: “Traditional scratchings are a satisfying snack and tend to keep customers fuller for longer, which is important in pubs particularly if people are staying out for some time. “They are also a great snack for pub customers to share with friends and the perfect accompaniment to a pint of beer or cider.” Red Mill is eager to increase its penetration of the pub market and is making access to Mr Porky snacks as easy as possible, especially for new purchasers. This includes a starter kit for under a tenner, which features one card of 20 packets of pork scratchings, another card with 20 packets of pork crackles, plus a free branded ashtray and branded beer mats worth around a further tenner. Red Mill estimates selling just four 22g packets per day at 40p each could make publicans more than a fiver in profit in their first week. “It’s no exaggeration to say there are meaty profits to be made from Mr Porky products,” said Sarah. “Consumers see scratchings as a premium product and so long as the quality matches, or better still exceeds their expectations they will pay accordingly and keep coming back for more.” Snack Solutions For Every Pub Mr Porky is one of several key ranges manufactured by Red Mill, which employs 350 staff and outputs something like half a billion bags of snacks every year. Popular choices for pub landlords include Red Mill’s Fun Snacks, ideally suited to family pubs thanks to their 10p retail price and on pack signposting confirming salt and calorific content. Customers can choose from Krunchie Sticks, Tangy Toms, Petrified Prawns, Quarter Backs, Onion Rings, Oinks, Cheesy Nibbles and Spicy Spaceballs. And because they are baked rather than fried, Fun Snacks are also healthier than most other bagged alternatives. Red Mill’s Favourites are also perfect pub partners. Like Mr Porky, the range is currently undergoing a facelift to improve its brand identity and customer appeal. They are the sort of snacks customers have grown up with and names such as Onion Rings, Bacon Streaks, Savoury Sticks and Twirls are likely to invoke a great sense of nostalgia as well as a satisfying taste. Red Mill even has a solution for catering in pubs. Quality pappadums, prawn crackers and tortillas make great accompaniments to popular ethnic meals and pubs can purchase large format bags to use in the kitchen as well as sell over the bar. Sarah said: “To put it simply, Red Mill has a snack for every type of pub. We are constantly developing new ideas and investing in improving production and distribution techniques to improve the service we can offer our customers. “With such a broad range of familiar, well established products, Red Mill has to be the first port of call for any licensees looking to boost their snack sales.”