A bacon buttie just isn’t the same without it – but brown sauce such as HP is falling out of favour as youngsters turn to spicier alternatives.
Sales are down 12.4% as the traditional full English breakfast makes way for lighter, more exotic options.
The drop, reported in trade magazine The Grocer, is part of a fall in popularity for all traditional condiments including ketchup and English mustard in favour of new favourites such as peri peri or chilli jam.
