Booths claims it has seen bacon sales increase significantly since switching to 100% British.

The retailer moved to exclusively British bacon across its stores, cafés and restaurants on 22 May, rebranding its own-label products to clearly underscore provenance.

It said the move had pushed bacon value sales up 7% in the first week, adding “sales continued to be robust” since then.

“Our desire is to support British farmers and our customers share our values,” said Booths meat buyer David Simons.

Lizzie Wilson, National Pig Association regions manager, said the NPA was “delighted” Booths had chosen to commit to sourcing all its bacon from the UK.