Baking & Snack - June 2016 - 154


A Dif erent
Kind of Rind
Packaging for Small Batch pork rinds showcases the artisan-style flavor profiles.
Rudolph Foods

154 Baking & Snack June 2016 /

New small-batch pork rinds may inspire
a new generation to 'dig the pig.'
In the realm of better-for-you snacks, protein is the
hottest thing going. And amidst the buzz of all the latest protein snacks, pork rinds remain one of the originals. In an effort to take a classic to a new generation,
Southern Recipe, a brand from Rudolph Foods, Lima,
OH, launched Small Batch, a line of artisan pork rinds.
"We started watching this whole craft food, craft
beer, adventure in eating movement, and we started to
think about things that are really attracting millennial
consumers," said Mark Singleton, Rudolph Foods' vicepresident of marketing. "What we came up with is -
believe it or not - a better-for-you pork rind."
Made with 40% less salt than Rudolph's traditional offerings, Small Batch rinds also have no artificial colors
and no MSG and are fried in sunflower oil, giving the
product its signature texture and nutritional aspects.
"This new Small Batch lineup is not your daddy's pork
rind," Mr. Singleton said. "It's a different kind of rind."
The new line comes in Korean Kimchee Barbecue,
Pineapple Ancho, Sea Salt and Cracked Pepper, and
Spicy Dill Pickle flavors. These pork rinds are made, literally, in a small batch, giving them their artisan appeal.
The company plans to reach consumers in new ways by
sampling in bars and brew pubs. "We have a lot of pork
rind lovers out there, but we really want to talk to a new
consumer," Mr. Singleton said.
Today's food-educated consumers are raising the bar
on their demands for new, innovative and healthier
snacks. While those demands might bring challenges for
snack manufacturers in developing new products, it also
provides opportunity for growth. "When I was growing
up, people didn't have hundreds of television channels
or dozens of food shows," Mr. Singleton said. "Today,
people have access to those things; they have knowledge.
And we want to challenge people to dig the pig."
On this mission, Mr. Singleton wants Small Batch to
bring awareness not only to the product but also to pork
rinds as a whole. "We want people to get out there to not
just taste ours but taste them all," he said.
While meat snacks such as jerky have historically
dominated in the high-protein arena, Mr. Singleton feels
Small Batch rinds bring worthy competition. "Those
snacks aren't crunchy; they're not salty," he said.
"This is a different snack, and we've got a good story
to tell. People just need to reimagine pork rinds."
- Joanie Spencer

Table of Contents for the Digital Edition of Baking & Snack - June 2016