SMITHFIELD, Va. — Nathan’s Famous launched an All Natural beef hot dog its retail customers nationwide just in time for the Fourth of July.

The hot dogs are uncured beef franks with no nitrates or nitrites added, no artificial ingredients, and are minimally processed.

Nathan’s is well-known for its annual hot dog eating contest held on July 4. In recent years it has become a staple of the summer season, reaching 1 million households on ESPN and thousands of people watching in person on Coney Island.

To help with their branding for the next century, Nathan’s partnered with John Morrell Food Group, a business unit of Smithfield Foods, to continue growing the company.

“As more people are searching for cleaner labels for their grills this summer, we are happy to offer our new All Natural Nathan’s Famous hot dogs to help gear up for grilling season,” said Michael Paribello, senior director of marketing for Smithfield Foods. “Nathan’s Famous has always been about quality and with this latest product innovation, we’re continuing our commitment to cater to our consumers by providing the same great quality and flavor that everyone loves in a new All Natural variety.”