Serious Pig was founded by George Rice, who has a background in fashion but launched Serious Pig in 2009 to challenge the traditional pub snack market. The business began producing a snack salami made with British pork, to complement the quality of the emerging UK craft beer scene. The company initially gained attention for their British charcuterie, but over time, has expanded to also include cheese snacks, pickles, olives and crisps. The company has secured listings in hundreds of pubs as well as major retailers including Tesco, Sainsbury’s and Starbucks and has a significant online footprint.