Waitrose has expanded its ‘Made Without Nitrites’ range with a Free Range British Unsmoked Gammon Joint and British Smoked Bacon Lardons, responding to growing demand for processed meat products made without added nitrites.
The retailer said sales across its ‘Made Without Nitrites’ range increased by 34% over the past year. Its ‘Made Without Nitrites’ British Roast and Honey Roast hams have performed particularly strongly, with sales rising 70% since launching in May.
Waitrose also reported a 22% year-on-year increase in sales of its ‘Made Without Nitrites’ Unsmoked Back Bacon, highlighting continued consumer interest in clean-label food and simpler ingredient lists.
“Shoppers are becoming increasingly mindful of food processing and making health-conscious choices, looking for simpler ingredients and cleaner labels.”
Lizzi Shearing, pork product developer at Waitrose, said: “Shoppers are becoming increasingly mindful of food processing and making health-conscious choices, looking for simpler ingredients and cleaner labels without sacrificing on taste.
“Expanding our ‘Made Without Nitrites’ range into the roasting aisle with a first-to-market gammon joint means even more options for cleaner eating. It’s an accessible swap for families who want to minimise preservatives, while still enjoying their favourite weekend roasts and midweek meals.”
Emer Lowry, Waitrose nutritionist, added: “Nitrites in processed meats have been under the spotlight for years due to their potential link to the formation of nitrosamines during high-heat cooking like frying or roasting. As our customers pay closer attention to on pack ingredient lists, providing options without added nitrites gives shoppers more choice without compromising on flavour and taste.”