British meat brand, The Jolly Hog, elevates one of the nation’s favourite meats with the launch of its ‘Proper Posh’ Black Treacle Extra Thick Cut Bacon range. Designed to bring restaurant-quality bacon to the at-home brunch table, the two-SKU range caters to the growing appetite for premium, indulgent food at home amid the rise of the eat-at-home economy.
The range features thick-cut back and streaky bacon, offering a fuller bite and a bolder presence on the plate. Both are dry-cured in The Jolly Hog’s signature Black Treacle, delivering a deep, slightly sweet smoky flavour that develops as they cook.
While bacon remains a staple in British households, the category has seen little innovation. The ‘Proper Posh’ range lands on shelves with a clear, visible point of difference in its extra-thick cut format. Positioned as “Bacon Made for Brunch”, the launch moves bacon beyond the traditional fry-up or hidden sandwich filler into a premium weekend occasion.
Olly Kohn, co-founder of The Jolly Hog, said: “Bacon has always been a staple, but we felt it was time to give it the attention it deserves. 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.”
The range launches with Extra Thick Cut Back Bacon into Sainsbury’s from 18th March and into Tesco and Ocado from 23rd March. Extra Thick Cut Streaky Bacon arrives in Waitrose and Ocado on the 27th May. £4.00 RRP.
