Denhay, the Devon-based hand dry-cured bacon producer, is launching its new Made Without Nitrites range into 570 Tesco stores from Monday 21 September, in the producer’s first listing with the retailer in many years.
The listing comprises two lines – Denhay’s new Made Without Nitrites Smoked Back Bacon (200g) and Denhay Made Without Nitrites Unsmoked Back Bacon (200g).
The launch is Denhay’s biggest focus of the year and answers customer demand for a premium clean-label bacon option that delivers great taste with simpler, more natural ingredients. The two products will launch at £4.00 with an introductory 25% off for Clubcard holders.
Marlene Godwin, Managing Director, Denhay says: “Launching with Tesco is a significant moment for Denhay. It’s the first time our Made Without Nitrites bacon will be on shelf, and our first listing in many years with the retailer.
“Made Without Nitrites is a category in which we see growth, and these two lines give Tesco shoppers a premium clean-label option with no compromise on how the bacon is made. We’ve invested in our factory so we can meet that demand while continuing to make bacon to the standards our customers expect from us. There’s a lot of exciting developments happening at Denhay at the moment, and this is just the beginning.”
Both lines are made using Denhay’s bespoke curing recipe, the quality of which is recognised by the brand’s Royal Warrant. The bacon is dry-cured at Denhay’s own BRC AA+ accredited factory, using 100% Outdoor Bred and RSPCA Assured pork. The bacon is given an air-dried maturation period during which some is smoked using natural beechwood.
Significant investment in the factory has increased production capacity, allowing Denhay to supply the 570 Tesco store launch at scale while continuing to use the traditional curing methods it is known for. The additional capacity will also support further growth across Denhay’s retail business, with the infrastructure in place to support national rollout. The site has held BRC AA+ accreditation for nine consecutive years, operates full traceability, and has maintained a 100% service level with key customers.
The Tesco launch will be supported by influencer activity and by the first issue of The Denhay Kitchen, a new quarterly magazine of seasonal recipes, articles and product news that has also launched in September.
The launch comes during a period of senior recruitment at Denhay. Managing Director Marlene Godwin joined the business in July 2025 and has since been building out the leadership team around her, most recently appointing Donna Franklin as Head of NPD, who joined from Morrisons this summer. Franklin joins James Taylor, who heads up sales, and Kirsty Paterson, who leads marketing and design and has already brought fresh creative energy to the Denhay brand. Denhay has significant new product development plans over the next few years, with both the Denhay and Spoilt Pig brands set to extend into new markets.
Further retail listings are expected as the range rolls out.
