Someone asked about what brand of bacon we got at TJ's that was also at
Whole Foods - it's just "W" Brand - that's what it says on the package.
It says

Classic Sliced Dry Rubbed
All Natural Uncured Bacon

and

40% Less Fat than USDA Data for Pork Bacon.

Whatever it is, we've noticed that it's saltier and meatier than regular
bacon - it cooks up with less loss because there's less fat, and boy, oh
boy, does it taste good. We typically make a package or two and keep it
around in the 'fridge for burgers, salads, etc.

-S-