In a supermarket first, Waitrose launches Made Without Nitrite ham range – including: British Roast Ham & British Honey Roast Ham
Demand for nitrite-free products is soaring, with sales of Made Without Nitrite Unsmoked Back Bacon Rashers & Made Without Nitrite Unsmoked Streaky Bacon Rashers +22% and +8% compared to last year
In the last year, searches on Waitrose.com for ‘ ham nitrite free’ are up 350% and nitrite free bacon up 110%
Building on the soaring demand for nitrite-free options amid wider health trends, Waitrose launches a first to supermarket ‘Made Without Nitrites’ ham range. These will join existing nitrite-free smoked and unsmoked bacon lines.
Jonny Stevens, meat, fish & poultry buyer at Waitrose, says: “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. 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.”
Available from 22nd April, in Waitrose stores and via Waitrose.com
- Made Without Nitrites British Roast Ham, £3.50, 120g
- Made Without Nitrites British Honey Roast Ham, £3.50, 120g
Compared to this time last year, sales for:
Compared to last year, searches on Waitrose.com for:
- ‘Ham nitrite free’ +350%
- ‘Nitrite free bacon’ +110%
Joanne Lunn, head of nutrition at Waitrose, says, “With our first-to-market British ham nitrite-free products, customers won’t have to worry about the potentially harmful nitrites that are added into many processed meats. In choosing our Made Without Nitrite ham, customers can prioritise their health, without compromising on great flavour. As well as being nitrite-free, our 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 follows an influx of health professionals and influencers such as Dr Chris van Tulleken and Joe Wicks encouraging their followers to be more conscious about the food they are consuming.
Many nutritionists, including @bfrankhealth and @
