Where Bacon Gets Bolder

Bacon has earned its longstanding spot on breakfast plates and in recipes for generations. Its smoky, savory flavor is iconic, so much so that it may seem like there’s little left to reinvent.

But what happens when a brand refuses to accept the status quo?

That’s exactly the challenge HORMEL^® BLACK LABEL^® Bacon has taken on.

In a category long defined by tradition and routine, HORMEL^® BLACK LABEL^® bacon continues to push the boundaries of what bacon can be. And as there continues to be a rising demand for different flavors and ways to enjoy bacon, innovation isn’t just possible— it’s essential. The brand has made it a priority to challenge expectations, proving that even the most familiar foods can be reimagined through bold thinking and a relentless focus on the consumer.

Whether it’s making bacon easier to use or helping it fit into different dayparts and dishes, we look for ways to meet people where they are.
Mary Wieland, innovation manager at Hormel Foods

Many people love bacon for its rich flavor and comforting familiarity. But with so many similar products on the shelf, innovation in the category has lagged. With HORMEL^® BLACK LABEL^® bacon, it’s the opposite. The brand has steadily carved out a leadership position in the industry by tackling long-standing consumer pain points and creating crave-worthy new flavors that help bacon show up for consumers in new and exciting ways.

At the heart of HORMEL^® BLACK LABEL^® bacon’s innovation strategy are two guiding principles: one focused on unlocking new flavors and culinary potential, the other on improving functionality and ease of use. Together, they shape how the brand is reinventing bacon for today’s consumers and tomorrow’s tastes.

That spirit of exploration is deeply embedded in the team behind the brand. “We’re focused on solving real problems for the consumer,” said Mary Wieland, innovation manager at Hormel Foods. “Whether it’s making bacon easier to use or helping it fit into different dayparts and dishes, we look for ways to meet people where they are.”

New Flavor Frontier

The HORMEL^® BLACK LABEL^® brand continued to push the boundaries of bacon with the limited-time launch of an offering that turned heads and sparked conversation: HORMEL^® BLACK LABEL^® CINNAMON TOAST CRUNCH™ Flavored Thick Cut Bacon, the first co-branded bacon product of its kind.

“People are looking for those exciting edible experiences — those flavor combinations that are memorable and offer a break from the ordinary,” said Catherine Lynch, consumer insights manager at Hormel Foods. “Bringing HORMEL^® BLACK LABEL^® bacon together with something like CINNAMON TOAST CRUNCH™ is exactly the kind of inventive mashups that spark curiosity and satisfy this appetite for something truly different.”

For a younger audience hungry for variety and novelty, HORMEL^® BLACK LABEL^® bacon helps unlock bacon’s full culinary potential. Mintel research shows that more than half of Gen Z and millennial shoppers frequently skip breakfast — often citing time constraints or a lack of exciting options. By bringing bold, unexpected flavors like Apple Cider and Garlic Rosemary to the table, the brand is reframing bacon as more than just a side dish or a breakfast staple. It’s becoming a source of creativity, customization and crave-worth innovation.

“On one hand, limited-time offerings have been a powerful way to bring younger consumers into the fold. That’s the primary goal,” said Scott Weisenbeck, vice president of Marketing at Hormel Foods. “It’s about engaging a more adventurous eater and reintroducing them to the bacon category through fresh, unexpected offerings, and that strategy has worked incredibly well.”

Crisp Meets Convenience

While bold flavors have helped HORMEL^® BLACK LABEL^® bacon capture new attention in the aisle, the brand’s innovative approach goes beyond taste. Just as important has been making bacon easier to enjoy — because for many consumers, the experience of cooking bacon hasn’t always matched the pleasure of eating it.

That’s why convenience has long been a core focus for the HORMEL^® BLACK LABEL^® brand team. Hormel Foods was an early pioneer in this space, introducing a microwavable bacon product decades ago — a ready-to-use solution that remains an industry staple. But in fall 2024, the brand raised the bar again with the launch of HORMEL^® BLACK LABEL^® OVEN READY™ Thick Cut Bacon.

We’re working to remove barriers and inspire shoppers to explore the culinary potential of bacon.
Aly Sill, senior brand manager for HORMEL^® BLACK LABEL^® bacon

Each package comes in a dual-chamber, pre-lined tray that goes directly from fridge to oven — no prep, no mess, no cleanup. Consumers simply remove the film, place the tray on a baking sheet, and bake. It’s thick-cut, restaurant-quality bacon without the usual fuss.

“We’re working to remove barriers and inspire shoppers to explore the culinary potential of bacon,” said Aly Sill, senior brand manager for HORMEL^® BLACK LABEL^® bacon. “We’re focused on making the experience easier and more rewarding for consumers in ways that truly resonate.”

From the outset, the goal was to simplify preparation without sacrificing flavor. That meant tackling everything from the greasy cleanup to the unpredictable results that can come with stovetop cooking. HORMEL^® BLACK LABEL^® OVEN READY™ Thick Cut Bacon delivers on both fronts — offering the signature taste consumers expect, with a far easier path to the plate.

Behind the scenes, that kind of breakthrough required extensive cross-functional collaboration. From operations to consumer insights to R&D, the work was guided by a common purpose. Said Sill: “We can keep the consumer at the center of everything we do.”

Blazing the Bacon Trail

So, what happens when a bacon brand challenges the status quo?

It reinvents the rules. It creates unexpected flavor mashups that make breakfast, or any mealtime, fun again. It meets the needs of a new generation of eaters through bold ideas and breakthrough formats. And it reimagines how bacon is made, cooked and enjoyed — all without compromising the signature experience that fans know and love.

“Our brand promise is to boldly push the boundaries of bacon beyond breakfast and culture. It’s part of our DNA,” Sill said. “We’re here to do something different and better for our passionate fans.”

Through every launch and limited-time offer, every consumer insight and collaborative breakthrough, HORMEL^® BLACK LABEL^® bacon continues to set the pace for what’s next in the category. It’s a brand that refuses to settle, constantly evolving, experimenting and inviting consumers to experience bacon in bold, unexpected ways.

“The most exciting thing for me is just seeing the positive response from our consumers and customers, that we’re providing something different for them,” Sill said. “That’s the heart of our brand, and it always will be.”

See the full line up at BlackLabelBacon.com

Website

Where Bacon Gets Bolder

New Flavor Frontier

Crisp Meets Convenience

Blazing the Bacon Trail

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