Snac World - May 2017 - 41

The Other Meat Snack
T
here has been a recent rise in small-batch
producers entering the pork rind market using
premium pork, healthier oils and interesting
flavors. Consumers, some trying the snack for the first
time, are attracted by the improved health aspects,
usage of quality ingredients and new flavor profiles.
Mark Singleton, vice-president of sales and marketing, Rudolph Foods, said the Lima, OH-based company has attended sampling events where customers
who have heard about pork rinds as a healthier, protein packed snack option want to try new products.
"For decades, we in the pork rind category have been
waiting for consumers to discover 'the other meat
snack,' " Mr. Singleton said.
While beef jerky supplies a high-protein, option,
pork rinds offer a "crunchy" meat snack, and you can't
dip jerky. In addition, pork rinds naturally come with
high protein and clean labels. Historically speaking,
pork rinds have appealed to male customers in the
c-store venues. But that is changing, quickly.
"Currently, the pork rind is a vibrant category," said
Hector Guerra, vice-president of sales, Evans Food,
Chicago. "Evans pork rinds are bringing even more
excitement to the salty snack aisle because we understand our consumers and how important the pork
rinds are for family and friend's gatherings."
Evans Food just launched Mac's Party Size bag of
pork rinds and are seeing good traction with the
product, Mr. Guerra said.

Hot and spicy flavors are still pushing incremental
sales for pork rinds. Evans Food responded with two
new flavors for its Mac's brand, including Mac's Spicy
Buffalo and Mac's Caliente pork rinds.
Rudolph Foods, Lima, OH, introduced its Southern
Recipe Small Batch Pork Rinds made with 30 to 40%
less salt, and the company is seeing increased consumption by women and millennials.
"At the 2017 Natural Products Expo West, I was
amazed at the number of female consumers lined
up to try pork rinds," Mr. Singleton said. "Who would
have thought that by eliminating MSG, experimenting with new oils and innovating with flavor combinations pork rinds would be a hot trend."
Rudolph's small-batch pork rinds have no artificial
colors, and they are fried in sunflower oil. Korean
Kimchee Barbecue, Pineapple Ancho, Sea Salt and
Cracked Pepper, and Spicy Dill Pickle offer flavor
profiles to attract new customers.
"We are experimenting with new flavors for our
Small Batch brand that no one has seen before for pork
rinds, and these are resonating with consumers, especially millennials who are willing to try new things and
experience new foods," Mr. Singleton said. "Healthy
dips like hummus, guacamole and salsa enhance the
unique flavors of our Small Batch pork rinds."
Younger consumers will typically try new foods,
but they only stay with a product if it delivers what
they seek and tastes good. While healthy attributes

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