A traditional mainstay of the Full English fry-up has a new rival - after a Norfolk chef created a healthier bacon made from turkey meat.

Elliott Bloomfield launched his Ambry Foods business in a rented unit at a free-range poultry farm at Skeyton, near Aylsham.

He previously worked in top restaurants including London's River Cafe, but left to become a private chef as part of his ultimate goal of opening his own Norwich eatery.

The Covid pandemic hit those plans. But one of his customers in New York's plush Hamptons area sparked the idea of making turkey bacon - a popular product in the US, where it is regarded as a healthier, low-fat alternative to pork.

Eastern Daily Press: Norfolk chef Elliott Bloomfield has launched turkey bacon firm Ambry Foods at a poultry farm in Skeyton - Picture: Elliott BloomfieldNorfolk chef Elliott Bloomfield has launched turkey bacon firm Ambry Foods at a poultry farm in Skeyton - Picture: Elliott Bloomfield (Image: Elliott Bloomfield)

He developed the product at home throughout the lockdown, and launched it last autumn in the midst of another major epidemic - the bird flu outbreak which has devastated many of East Anglia's poultry businesses.

But having overcome these challenges he is confident in the future success of his bacon,  made from cured, smoked meat from free-range turkey thighs.

"We think we are the first in the UK to make turkey bacon with free range meat and a focus on quality and sustainability," said Mr Bloomfield.

"It is exciting to do something different, and the feedback has been very positive.

"I don't expect everybody to stop eating pork, because pork bacon is delicious. But if you want to make your diet healthier, or if you don't want to eat pork for sustainability or religious reasons, there is another option - and it does not have to be a low-end product.

Eastern Daily Press: Norfolk chef Elliott Bloomfield has created a low-fat bacon made from free-range turkey meat - Picture: Beth Moseley PhotographyNorfolk chef Elliott Bloomfield has created a low-fat bacon made from free-range turkey meat - Picture: Beth Moseley Photography (Image: Beth Moseley Photography)

"It can be a really good one, a tasty bacon with a nice story."

The bacon is sold through about 15 retailers including Jarrold in Norwich and Budgens in Aylsham, with trade packs sold to hotels.

The firm is also seeking an accreditation which could open doors at larger retailers.