The Jolly Hog has launched a new premium bacon range aimed at bringing a restaurant-quality experience into the home, as demand for elevated at-home dining continues to grow.
The new Proper Posh Black Treacle Extra Thick Cut Bacon range includes both back and streaky options, with each product dry-cured using the brand’s signature Black Treacle to deliver a subtly sweet, smoky flavour profile.
While bacon remains a staple in UK households, the company believes the category has seen limited innovation in recent years.
“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 told Food Manufacture.
The new range has been developed to stand apart from standard thick-cut offerings, with a focus on delivering a significantly meatier texture.
According to the brand, the product offers a “truly thick-cut” format that moves bacon beyond its traditional role, creating a more substantial eating experience closer to a chop than a conventional rasher.
The spokesperson 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.”
Positioned as a brunch-focused product, the range is designed to elevate bacon from a supporting ingredient in a fry-up or sandwich to a centrepiece for premium weekend occasions.
Commenting 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.”
The company has also introduced upgraded packaging to support the premium positioning, opting for a more distinctive, luxury-style format designed to stand out on shelf.
“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,” the brand added.
The range launched at an RRP of £4, with Extra Thick Cut Back Bacon initially available in Sainsbury’s before rolling out to Tesco and Ocado. The Extra Thick Cut Streaky Bacon variant is set to launch in Waitrose and Ocado on 27 May.
