A taste of the South West could soon find its way onto breakfast plates in the city after a new brand of bacon hit the shelves in Bath.

Spoilt Pig bacon, produced by South West-based Denhay Farms, has just launched its products at Morrison’s off London Road.

Denhay has worked with RSPCA Freedom Food to launch Spoilt Pig.

George Streatfeild of Denhay Farms said: “We are incredibly proud of our new Spoilt Pig bacon as it is the first bacon we have produced to carry the RSPCA Freedom Food mark.

“The pigs come from Freedom Food assured British farms and are reared outdoors. We believe that consumers deserve to know that the food they are buying is of the highest standards, not just in terms of quality and taste, but also consistent and humane levels of animal welfare.”

John Akehurst, marketing controller at Freedom Food, said: "There is no doubt that consumer demand for higher welfare products, such as bacon and free-range eggs, is at an all time high as people become more aware and concerned about the provenance of their food.

“We are delighted that Spoilt Pig bacon encompasses our beliefs and ethics. The Freedom Food stamp provides consumers with reassurance and reinforces credibility within the supply chain."