Artisan snacking brand Serious Pig doubled its revenues in the first half of 2025 and is on target for a profitable year on an EBITDA basis, its founder has said.
In an update to shareholders shared with The Grocer, Serious Pig founder George Rice revealed year-on-year revenues had doubled from £1.1m to £2.25m in the first six months of 2025.
The showing had prompted Serious Pig to revise its 2025 sales target to £5.4m which would represent “another record year” for the supplier, Rice said.
“We continue to see growth in all channels, pubs and bars, farm shops, delis, distributors, supermarkets, travel, gifting, Amazon, TikTok and DTC,” he said. “H2 includes Christmas where we experience a massive spike in demand so I’m confident we shall exceed our upwardly revised 2025 target of £5.4m. In fact, I’m hopeful we shall maintain this growth rate and potentially nudge £7m.”
Serious Pig, which is listed in retailers including Sainsbury’s, Tesco , Booths, Ocado and Whole Foods, as well as on-trade outlets such as Fuller’s and Hall & Woodhouse, had now enjoyed “three consecutive profitable quarters” and was on track “for a profitable year”, Rice said.
“Fast growth and sustained profitability is a great phase to transition to,” he said. “It can however put a strain on working capital which is why we’ve conducted a small private round with an existing shareholder.”
Existing shareholder William Rice, who is not a relation to Serious Pig’s founder, had invested a further £200k in the business, at 50p per share, Rice revealed.
DTC and specialist retail push
While Serious Pig enjoyed positive relationships with its grocery partners and had recently secured a listing for its Snacking Cheese and Snacking Pickles in a further 196 Sainsbury’s stores, the brand was prioritising growth in DTC and specialist retail channels, Rice said.
“Taking our products direct to the consumer as well as spreading wide across lots of smaller B2B sectors is a sensible play,” he said. “We’ve grown every year except one since I kicked things off over 10 years ago. However, in the last few years we’ve been growing more rapidly because we switched our focus away from big grocery. In doing so we unlocked a gazillion new customers and de-risked our business enormously.”
In the first half of 2025, Serious Pig also became a B Corp, won a listing in Dobbies Garden Centre sites and also launched new Grilled Olives pouches via DTC and in the on-trade.
Looking ahead, it is planning to significantly grow its gifting offer – which includes snacking hampers and ‘Pub in the Post’ packs featuring beers from UK craft brewers – ahead of Christmas.
“The size of the UK snack market provides more than sufficient headroom for us to continue to grow,” said Rice. “Despite the economic challenges, especially in the hospitality sectors, overall trends remain in our favour as consumers continue to seek innovation and pay more attention to the quality and provenance of the food they consume.
“Our short and medium-term focus is to continue to refine our operations and improve the efficiency of the business to grow gross margins and reinvest for further growth for 2025 and beyond.”
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