Fans of pork scratchings can celebrate a new brand identity and product line-up from market leader Mr Porky.

Brand owner Red Mill Snack Foods is introducing prime cut scratchings and crispy bacon bites flavoured with either tomato or brown sauce and improving recipes for its scratchings, crackles and pork crunch lines.

It is also revamping packaging to include the strapline 'Great taste, no porkies', but is retaining the Mr Porky character with his apron and cleaver.

Sarah Nunn, Red Mill's marketing manager, said the 30-year-old brand was the only one dedicated to pork scratchings and had a 68% share of the market.