UK | In a supermarket first, Waitrose has launched a ‘Made Without Nitrites’ ham range, including British Roast Ham and British Honey Roast Ham.
Demand for nitrite-free products has soared, with sales of Made Without Nitrites Unsmoked Back Bacon Rashers and Made Without Nitrites Unsmoked Streaky Bacon Rashers increasing by +22 percent and +8 percent compared to last year.
In the last year, searches on the Waitrose website for ‘ ham nitrites free’ went up 350 percent and nitrite-free bacon up 110 percent.
In response to soaring demand for nitrite-free options, Waitrose has launched the first supermarket ‘Made Without Nitrites’ ham range.
The two new products join two existing nitrite-free smoked and unsmoked bacon lines; Waitrose 8 Made Without Nitrite Unsmoked Back Bacon Rashers, which has seen sales up 22 percent this year, and Waitrose 12 Made Without Nitrite Unsmoked Streaky Bacon Rashers, which has seen sales up 8 percent.
“We know our customers are looking for a return to basics: simpler ingredients and cleaner labels, with zero compromise on that delicious deli taste. That’s why we’ve spent the last year perfecting our new nitrite-free ham range,” said Jonny Stevens, Meat, Fish & Poultry Buyer at Waitrose.
“By removing the preservatives without losing the flavour, we’re proud to be the first retailer to raise the bar for this British lunchtime staple - proving that ‘less is more’ when it comes to quality.”
Joanne Lunn, Head of Nutrition at Waitrose, added that with these first-to-market British ham nitrite-free products, customers won’t have to worry about the potentially harmful nitrites that are added to many processed meats.
In choosing the Made Without Nitrite ham, she said that customers can prioritise their health, without compromising on great flavour. As well as being nitrite-free, the ham is all higher welfare, and makes for a deliciously guilt-free sandwich when layered with crunchy coleslaw.
The shift towards nitrite-free pork products followed an influx of health professionals and influencers, such as Dr Chris van Tulleken and Joe Wicks, who encouraged their followers to be more conscious of the food they consume.
Many nutritionists on social media have created popular content showing followers how to make healthier alternatives to their favourite processed foods without compromising flavour.
The Waitrose Made Without Nitrites range followed the same ethos: succulent, top-quality British meat products, without any harmful or unnecessary additives.
