Bored of the usual ketchups? Why not try out...bacon jam?

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Britain's best convenience store is looking for listings for wait for it bacon jam.

The Village Stores in Walthamstow named the best c-store in the country at the 2011 Convenience Retail Awards (organised by Convenience Store and The Grocer) developed the jam, which was described by co-owner James Brundle as "sweet, sticky, meaty and delicious".

The product, which is made with smoked bacon, onion, coffee and whiskey, would shake up the sauce market, he predicted, boasting that it was more versatile than ketchup.

"It's great on toast, with cheese, as a sauce, dip or ingredient," he said.

The first batch of more than 200 jars [rsp £3.79] sold out straight away after in-store sampling. "We really think this will take off, it's just getting people to try it," he said.

The bacon jam was developed by co-owner Chris O'Connor, who is also the head chef at the company's restaurant Eat 17 next door.

Although it was an ambient product, Brundle said he thought it would sell better in chiller cabinets. "People don't look around in the sauce aisle, but they're happy to try new things from the chiller," he said.

The jam will launch next month via the Virtual Farmers Market, which will supply stores in London. Distribution arrangements for the rest of the country are still being finalised.

It will be sold under the Eat 17 brand making it the first product the store itself has created.

A range of sweet jams and chutneys supplied by Forest Food, which had been sold under an Eat 17 label, will be discontinued to avoid confusion.

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