Snac World - Official State of the Industry 2021 - 70

PORK RINDS
STATE OF THE INDUSTRY
THESE AREN'T YOUR DAD'S
PORK RINDS
Keto diet expands consumer base for the carb-free snacks.
A
As the popularity of the keto diet has risen, so
too have Pork Rinds. Not only are consumers
eating them as snacks in a wider array of flavors,
they are incorporating them into low-carb
recipes to add a crunch to a variety of foods.
" We were wondering how keto would fair during
COVID, " said Mark Singleton, vice president of
sales and marketing at Rudolph Foods. " We are
seeing more interest in keto and protein-driven
bites than even before the epidemic, and we think
there's going to be a lot of potential for the category
as a whole. "
The number of consumers eating pork rinds has
risen, Mr. Singleton said, adding that college-educated
women are boosting the rise of the company's
Southern Recipe brand.
Dollar sales of Pork Rinds increased 6.9% for
the 52 weeks ending May 16, 2021, but some
players in the industry saw double-digit growth.
Dollar sales of the No. 1 seller Benestar
Brands' Mac's Pork Rinds rose 18.1% to nearly
$112 million, Utz Brands' Golden Flake pork
skins climbed 16.3% to more than $41 million,
and Rudolph's Southern Recipe Pork Rinds were
up 21.2% to $10.8 million.
- Michelle Smith
" We were in 5,000
restaurants before COVID
and over 3 dozen ballparks
and stadiums, so they're
getting pork rinds included
in nachos, they're going on
sandwiches, they're getting
them in other places and in
other contexts. "
Mark Singleton, vice president of sales
and marketing at Rudolph Foods
CATEGORY INNOVATIONS
Snackers are responding to limited-edition flavors that
correspond with the seasons. Rudolph launched Hatch Chile
pork rinds to correspond with the season, and the company
will bring back Apple Cinnamon and Cranberry Jalapeño
pork rinds this fall.
58
SNAC WORLD 2021

Snac World - Official State of the Industry 2021

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Snac World - Official State of the Industry 2021 - Intro
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