In 2007, 22-year-old east London-born brothers, Chris O'Connor and James Brundle transformed a rundown off-licence called Paul's Wines in Walthamstow Village into an award-winning, world-class convenience store & restaurant concept named Eat 17 in honour of their local post code. Smoky-sweet Bacon Jam was created in the Walthamstow kitchen to top Eat 17's famous burgers. After it received national attention on the Jonathan Ross show and QI (bacon + jam? wtf?), Bacon Jam's popularity exploded. By the time the Guardian called it 'arguably [Walthamstow's] most unlikely and successful export', this pink-pig packaged, cult condiment was available nation-wide in supermarkets from Tesco to Sainsbury's, as well as at hundreds of quality independents throughout the UK and beyond.