Gotta love a diet that lets — nay, encourages — you to eat bacon. It happened with Atkins in the '90s, and it's happening again with Paleo. Of course the bacon has to be unprocessed (like cave grandpa used to do), but still, bacon!

You also gotta love a brand that knows its customers. At the annual 2014 Reebok Crossfit Games in Carson, Calif. this past weekend, Reebok handed out boxes of Reebok-branded bacon to athletes in an effort to tap the Paleo bacon-munching market. Uncured, containing zero nitrates, preservatives, MSG, or sweeteners, and sourced from a Paleo Magazine-endorsed meat provider, Reebacon was packed with dry ice in shoe box-esque cardboard boxes that read "We Believe in Bacon." Butcher cut-marked pig illustrations wearing Reeboks leapt from the packaging.

There was also a Reebok Bacon Box food truck, from which Crossfit attendees could sample all sorts of porky snacks, from bacon-wrapped pork belly to bacon-wrapped and chorizo-stuffed dates. Sadly there's no indication that Reebacon will make its way to stores, though we might be down for a collab with Nikale.

H/T Co.Create