Ideal calls it apple wood smoked bacon. I have no idea of the brand but it is really smoky and good quality.
Just the smell when I opened up the wax paper it came in from the meat counter made me smile. It looked awesome and was thick. Once it hit the pan I knew it was gonna rock. The whole house filled with an amazing smoky bacony aroma. It did not shrink too much, so it must be dry cured. The taste is extreme smoke with a slight sweetness. We used it for our baked potatoes and a batch of mac and cheese. I did not enjoy a full piece either time, but snuck some bites. This is currently my favorite Lincoln bacon for now.