Pigfrees began in 2024 when founder Siobhan Peters was invited to pitch a business idea to the producers of Dragon’s Den. At the time, she presented Cereol, a pork-free rice cereal snack created around the belief that inclusive snacks should never require a compromise in taste or quality. While the idea was still too early to be featured on the show, producers responded positively and encouraged her to test the concept at farmers markets.
Later that year, the brand evolved with a new name and visual identity, introducing the winged pig that became Pigfrees. The business joined its first market at the Eglinton Way Farmers’ Market, a strong fit given the area’s predominantly Jewish community. Pigfrees went on to participate in holiday markets and began gaining traction through corporate snack orders.
What truly shaped the brand, however, were the customers. Especially the kids who returned week after week, already knowing their favourite treats and sharing in the excitement of something made just for them. Those moments reinforced that Pigfrees was not only about pork-free snacks, but about creating joy, trust, and memorable experiences around food.
In 2025, the business was incorporated as Pigfrees Snacks Corp, and Siobhan completed the Foodpreneur Bootcamp to support the company’s growth. With stronger foundations and a clearer direction, Pigfrees entered 2026 with an expanded vision for the brand.
Today, Pigfrees is focused on building a category-leading pork-free snack company defined by superior products, thoughtful experiences, and ambitious scale. The goal is clear: to dominate the pork-free market while setting a new standard for inclusive snacks done exceptionally well.