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DIFG meet Gruntled: Tasty pork crackling with an excellent POR

Delicious Ideas meet Dave Willis, Founder of Salty Dog Brands, parent company to Gruntled* who make tasty pork crackling using the finest pork and natural seasonings!

Taking a leap of faith to start my own business: Dave Willis, Founder of Gruntled and Salty dog brands

I’m Dave, entrepreneur and connoisseur of all things pub snacks! Back in the 90’s, when I was footloose and carefree, I returned from a backpacking trip across Asia and Australia and decided to take a chance and a leap of faith with my own business.

I managed to scrape together enough money for a clapped-out second-hand van, bought a load of crisps and hit the streets of London, calling into pubs to see if they’d buy my wares.

It was in 2003 that I had my lightbulb moment. I thought to myself “we could make better crisps than these ones on the back of my van”. My wife and business partner Judy totally agreed and Salty Dog crisps were born, named in honour of our pooch and my cabin buddy, a slightly scruffy Jack Russell pup called Ruby.

Taking the finest pork & natural seasonings to create Gruntled: Dave Willis, Founder of Gruntled and Salty dog brands

Pork scratchings have always been a guilty pleasure of mine, so I thought to myself “why be guilty? What can we change?”. Now I am exceedingly proud to introduce Gruntled to an unsuspecting world!

We’ve taken the finest pork and cooked it twice, which makes it lighter and less tooth breaking than traditional scratchings. We’ve then seasoned it with completely natural flavours making sure that there’s nothing unsavoury like gluten or MSG in the bag. I’m extremely proud of the result and I am sure that if you try them, you too will be left feeling totally Gruntled!”


adjective HUMOROUS

pleased, satisfied, and contented.

There are currently four flavours (Cornish sea salt, Habanero Chilli, English Mustard and Salt & vinegar, with a new flavour being launched this summer!

Why stock pork crackling behind your hotel or pub bar? Dave Willis, Founder of Gruntled and Salty dog brands

Well, there are lots of reasons, but to mention a few; high protein, gluten free and a perfect partner to a drink, whether that be a pint of IPA or a glass of chardonnay. The core demographic is surprising as well with crackling being very popular with 20-30 something females as a guilty pleasure or in some cases a weight loss dietary snack! Yes I know crazy right?! Gruntled is suitable for Keto diets due to high protein and fat content with very low carbs, less than 1g per 100g. The phrase ‘Keto Diet’ is the second highest searched term relating to diets, with just short of 300,000 average monthly searches in the UK, making it the most popular non-branded diet.

Another bonus is that they are VAT exempt and due to the premium nature and quality of the range they demand a higher price tag than a packet of crisps or nuts with an RSP £1.25 per pack and excellent POR.

Ensuring high visibility and effective display: Dave Willis, Founder of Gruntled and Salty dog brands

Clip strips are the best way to ensure maximum visibility and we offer a branded option that can be reused and positioned behind the bar or next to the drinks in retail. Get in touch at if you need any POS support for maximising your sales.

Our fantastic Gruntled customer-base: Dave Willis, Founder of Gruntled and Salty dog brands

We have been predominantly focussed on the on-trade (hotels, restaurants and pubs) with the exception of Booths, Mole Valley Farmers and Fortnum and Mason stores. Our key stockists include the likes of Bourne Leisure, Brewdog, Hilton hotels, Urban pubs and bars and many independent hotels bars and coffee shops across the UK!

How to stock up on Gruntled today

Delicious Ideas Food Group supply snacks, confectionery and beverages including Gruntled to thousands of sites around the UK. If you are a hotel, pub, café, co-working space, deli, farm shop or more, set up an account here and get wholesale deliciousness delivered to your site today!

If you have any questions or just want to find out a bit more about our service, get in touch with a member of our sales team today on 01733 239003.

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