Don't remember what city I was in when I first fell in love, with Tender Belly Bacon that is, but I think San Francisco, and I left my bacon heart there because when I returned home to Georgia, I could not find Tender Belly at any of my grocers. I visited a relative in Manhattan, NY. and what do you know, my heart had shown up there at Whole Foods. My daughter also lives in NY and her favorite breakfast meat is now Tender Belly no sugar Bacon. She loves it so much I've even given it as part of her birthday gift, now my granddaughter loves the bacon too. The story does not end there, on my last visit to NY I stumbled upon Wegman's grocery, and guess what I found, MORE Tender Belly bacon, so now I have 2 places to buy the best. So please don't go away, I love the story of the two brothers who had the vision and the drive to bring us the best from their choice of the Heritage line of pigs, to the flavoring and the caring to bring us their wonderful products. Now to the bacon itself. The flavor is everything they say, and oh yeah I've done the shrink test too and it surpasses every other brand I've tested it against, won't name them here though. Just try it for yourself. Their ham is next on my radar :) :) :)