For bacon lovers, the debate over which brand sizzles above the rest is as enduring as the aroma that fills the kitchen on a Sunday morning. Yet, what if the savory scent of frying bacon doesn’t spark joy, but instead sends you scrambling from the room? According to a joint 2012 study by Duke University Medical Center and PLOS One, published anew on August 22, 2025, the answer might be found in your genes. Scientists have discovered that the way people perceive the smell—and, by extension, the taste—of pork products like bacon is determined in large part by variations in a single gene: OR7D4.
This gene encodes an odorant receptor that’s particularly sensitive to androstenone, a steroid hormone produced by male pigs. The study, highlighted by Duke University Medical Center, found that about 70% of the world's population carries two functional copies of the OR7D4 gene. For these individuals, the smell of androstenone is often overpowering and unpleasant—sometimes described as musky, sweaty, or even reminiscent of urine. For the rest, the scent can be sweet, floral, or even vanilla-like, making pork a wholly different experience depending on your genetic lottery.
The researchers, collaborating with a Norwegian science team, recruited 23 participants and divided them into two groups based on their sensitivity to androstenone, as determined by blood tests. Each participant was asked to smell, cook, and taste seven different pork samples with varying androstenone levels. The results were striking: participants with two copies of the OR7D4 gene typically found pork unappealing, while those with just one copy not only tolerated the aroma but sometimes described it as pleasant, even sweet. According to the study, “those with one copy of the gene often described pork’s aroma as sweet, pleasant, floral, and even vanilla-like at times.”
But the story doesn’t end there. As reported in the Journal of Physiology, there exists a third group—people who are entirely unable to detect androstenone at all. For these folks, bacon is simply bacon, with no off-putting aroma or hidden olfactory surprises. This genetic diversity helps explain why, for some, bacon is the ultimate breakfast treat, while for others, it’s a dish best avoided (or at least cooked with the windows open).
For anyone who finds pork-based bacon unpalatable, the market is brimming with alternatives. Turkey, beef, and duck bacon all offer similar crispy satisfaction, while vegetarians can opt for plant-based versions made from soy, mushrooms, rice paper, coconut, or even seaweed. As the article on Chowhound notes, "it’s always possible to bring home the bacon without smelling pork in your kitchen." The rise of these alternatives means that everyone—regardless of genetic makeup—can partake in the bacon craze, even if their version never came from a pig.
Of course, for those who do love pork bacon, the next great debate concerns which brand delivers the best bang for your buck. On August 22, 2025, Taste of Home put two of Costco’s bulk bacon offerings to the test: the warehouse giant’s own Kirkland Signature bacon and the more premium Coleman bacon. The taste test aimed to determine whether the store-brand Kirkland bacon could stand up to the pricier, name-brand Coleman option.
First, the two bacons were judged on appearance. Both had similarly thick slices, but there was a visible difference: Kirkland’s strips had more fat, while Coleman’s were meatier. For the sake of consistency, both were cooked in an air fryer at 400°F for 10 minutes. As the reviewer noted, “from the batch of Coleman bacon, I gathered 12 grams of fat. From the Kirkland, 31 grams of grease dripped off.” That’s a notable difference and hints at the Kirkland bacon’s higher fat content.
Flavor-wise, the Coleman bacon emerged as meatier and more robust, while Kirkland’s version was noticeably saltier. This makes sense upon closer inspection: Kirkland bacon contains 320 mg of sodium per serving, compared to Coleman’s 280 mg. The reviewer observed, “The Coleman bacon was meatier and with a more robust overall flavor. I noted the Kirkland bacon was decidedly saltier.”
Texture was another point of comparison. Both bacons crisped up nicely and could be crumbled for use in recipes, but Kirkland’s bacon was a bit more brittle, while Coleman’s maintained a chewier, meatier bite. Packaging, too, played a role in the final assessment. Coleman’s bacon arrived in a neat, easy-to-handle box with three 12-ounce packages, while Kirkland’s four-pack was wrapped in slippery plastic that was, as the reviewer put it, “difficult to hold, and the individual packages inside flopped all around.”
When it came to price, Kirkland had the edge. Kirkland Signature bacon was sold in a four-pack of 16-ounce packages for $18.99, or $4.75 per pound. Coleman bacon, meanwhile, came in at $13.69 for 2.25 pounds, or $6.08 per pound. But the reviewer felt the extra expense was justified, writing, “the difference in flavor, more convenient packaging and humanely raised pork all made the extra expense worth it in the long run.” Coleman bacon is hickory smoked, uncured, made without nitrates or nitrites, and sourced from heritage duroc pork raised humanely—details that may sway shoppers looking for more than just a low price per pound.
So, is Kirkland bacon better than Coleman? According to Taste of Home, both options were impressive: neither produced limp or rubbery strips, and both worked well in sandwiches or on their own. But for those seeking a meatier, more flavorful, and ethically sourced product, Coleman took the crown—albeit at a slightly higher price.
The science of taste and smell, it turns out, is as complex and varied as the bacon aisle at Costco. Whether your genes make you recoil from pork or crave it at every meal, there’s a bacon (or bacon alternative) out there for everyone. And as consumers become more discerning—considering everything from sodium content to humane animal treatment—the market is likely to keep sizzling with new options for every palate.
Ultimately, whether you’re a diehard fan of classic pork bacon or a devotee of innovative plant-based strips, the best bacon is the one that fits your nose, your taste buds, and your values. For those lucky enough to savor every crispy bite, breakfast just wouldn’t be the same without it.