Dunkin’ will now sell you a bag of bacon
Dunkin’ knows that doughnuts don’t always make the best midday snack, so the company has decided to being offering bags of bacon instead.
The chain—formerly known as Dunkin’ Donuts—late Wednesday announced “Snackin’ Bacon,” a to-go bag of eight half-slices of bacon, smoked with cherrywood, then flavored with sweet black pepper seasoning, a mix of brown sugar and black pepper.
The menu addition is, in some ways, a natural progression for Dunkin’. The company was built on breakfast foods and has never strayed too far from that comfort zone, even as it added sandwiches and other offerings.
In other ways, though, it’s a bit of a reversal. Dunkin’ just rolled out breakfast sandwiches featuring Beyond Sausage late last year. And it has been heavily promoting the meat-free product.
Snackin’ Bacon is actually kind of a cheat for Dunkin. It’s basically a Keto version of the company’s Bacon Breakfast Sandwich. (It’s also an extension of the company’s gluten-free line of products.) But it’s hoping to appeal to purists.
“With its classic flavors featured in everything from toothpaste to vodka, bacon is a phenomenon,” the company said in a blog post. “But, at Dunkin’, we believe the best way to enjoy bacon is simple: eat it.”
More must-read stories from Fortune:
—Contigo children’s water bottles recalled for possible choking hazard
—$13 box of health-conscious cereal could be key to General Mills
—Land O’Lakes wants you to know the farmer behind your butter
—How “for women, by women” Lola views its investor’s Trump ties
—WATCH: Inside the algorithm powering Stitch Fix
Follow Fortune on Flipboard to stay up-to-date on the latest news and analysis.