The new ‘Proper Posh Black Treacle Extra Thick Cut Bacon’ is designed to bring restaurant-quality bacon to the home amid the rise of the eat-at-home economy.
The range features thick-cut back and streaky bacon, with both SKUs dry-cured in The Jolly Hog’s signature Black Treacle for a slightly sweet smoky flavour.
While bacon remains a staple in British households, The Jolly Hog says the category has seen little innovation.
“There has been limited innovation in the bacon category for years, and consistent consumer demand has meant there has been limited pressure to innovate within the category,” a spokesperson for the brand told Food Manufacture.
Talking about what makes this unique compared to other extra thick offers, the spokesperson said it has developed a “truly thick-cut product that elevates bacon beyond its typical role” which “delivers a much meatier bite, closer to a chop than a conventional rasher”.
They added: “We are always looking for new ways to excite our customers and innovate our products, from flavour profiles to the thickness of our bacon. Our focus is always creating products that genuinely excite consumers, guided by the same standards and preferences we would expect at a restaurant, but making it easy to recreate at home.”
The new range is positioned as bacon made for brunch, with the launch intended to move bacon beyond the traditional fry-up or hidden sandwich filler into a premium weekend occasion.
In a statement on the launch, co-founder Olly Kohn said: “Brunch has become a real weekend ritual for a lot of people, and if you’re building a great plate, the bacon should be the star - not hidden between slices of bread. That’s why the extra thick cut of our ‘Proper Posh’ range makes all the difference. It’s meatier, even more satisfying and feels like something you’d expect in a top-notch restaurant, but all from the comfort of your own home.”
Jolly Hog says the packaging reflects this new premium launch with “a luxury box”.
The brand added: “Packaging is also an area that hasn’t seen much innovation within the bacon category, but this launch felt like the perfect time to offer something more premium, which will stand out on shelf.
The range launched (£4 RRP) with Extra Thick Cut Back Bacon in Sainsbury’s, this was followed promptly by Tesco and Ocado. Extra Thick Cut Streaky Bacon will land in Waitrose and Ocado on the 27 May.
