Well, someone had to do it eventually - bacon that isn't totally bad for you.
Normally known for their trainers, Reebok are stepping into the salty meat arena with their performance-enhancing pork treat...
On offer is a protein hit but with no added nasties like sweeteners, monosodium glutamate, nitrates or nitrites.
The bacon is being released to coincide with The CrossFit Games which start this week and is clearly aimed at those who adhere to the 'Paleo Diet'.
Those that follow this food programme, based on what are cave-dwelling ancestors ate, are allowed lots of meat, veg and fish but no additives or grains (see slideshow below).
The bacon is the brainchild of ad agency Venables Bell & Partners, who said: "In sticking with Paleo recommendations, Reebok Bacon is uncured and contains no nitrates, preservatives, MSG or sweeteners.
"Packaging in dry ice will keep the bacon refrigerated until recipients throw it in the skillet."
So, it may allow Paleo subscribers to indulge in (almost) everyone's favourite breakfast food but we're not sure it will turn you into the next Usain Bolt.