The Jolly Hog sets sights on the brunch occasion

British craft meat brand The Jolly Hog is set to disrupt the traditional bacon category this spring with the launch of its ‘Proper Posh’ Black Treacle Extra Thick Cut range.

The new collection is specifically designed to move bacon beyond the “hidden sandwich filler” status and position it as the centrepiece of the burgeoning at-home brunch trend.

Launching across major retailers starting March 18th, the two-SKU range features both back and streaky bacon. In a category that has seen stagnant innovation, The Jolly Hog is betting on a “fuller bite” and premium curing process to capture consumers who are increasingly looking for restaurant-quality experiences within the “eat-at-home” economy.

The standout feature of the ‘Proper Posh’ range is its extra-thick format, providing a visible point of difference on the shelf. Both the back and streaky options are dry-cured in the brand’s signature Black Treacle. This process delivers a deep, smoky sweetness that intensifies during cooking, designed to complement classic brunch profiles like avocado toast, poached eggs, or maple-drizzled pancakes.

Olly Kohn, co-Founder of The Jolly Hog, explains that the range was born out of a desire to elevate a British staple.

“Bacon has always been a staple, but we felt it was time to give it the attention it deserves,” says Kohn. “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 brand is executing a phased rollout across the UK’s leading supermarkets to maximise its spring and summer reach:

• Extra Thick Cut Back Bacon: Hits Sainsbury’s on 18th March, followed by Tesco and Ocado on 23rd March.
• Extra Thick Cut Streaky Bacon: Arrives in Waitrose and Ocado on 27th May, perfectly timed for the early summer bank holidays.

Both products will carry an RRP of £4.00, positioning them at the premium end of the bacon aisle to appeal to quality-conscious shoppers.

By focusing on the Proper Posh branding and the “Bacon Made for Brunch” tagline, The Jolly Hog is looking to capitalise on the shift in consumer behaviour where the weekend mid-morning meal has become a key social and culinary event.