- Waitrose expands its ‘Made Without Nitrites’ range with two supermarket first additions: Free Range British Unsmoked Gammon Joint and British Smoked Bacon Lardons
- This year, Waitrose has doubled their ‘Made Without Nitrites’ range, amid wider customer demand for clean-label, minimalist ingredients
- Sales of the ‘Made Without Nitrites’ range are up +34% in the last year, with sales of the ‘Made Without Nitrites’ British Roast and Honey Roast hams +70% since their launch in May
Waitrose is expanding its ‘Made Without Nitrites’ range, introducing a supermarket first with the launch of its ‘Made Without Nitrites’ Free Range British Unsmoked Gammon Joint and British Smoked Bacon Lardons. The move comes as customer appetite for made without nitrites alternatives continues to accelerate.
Lizzi Shearing, Pork Product Developer at Waitrose, says, “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.”
In the last year, Waitrose has doubled its ‘Made Without Nitrites’ range, with sales demand surging +34% in the last year. Since launching its first-to-market ‘Made Without Nitrites’ British Roast Ham and British Honey Roast Ham in May, sales for these products have surged by +70%. Other highlights in the range include Waitrose Made Without Nitrites Unsmoked Back Bacon, with sales +22% in the last year.
Emer Lowry, Nutritionist at Waitrose, says: “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.”
Waitrose’s full ‘Made Without Nitrites’ range includes:
- NEW Waitrose Made Without Nitrites Free Range British Unsmoked Gammon Joint
- NEW Waitrose Made Without Nitrites British Smoked Bacon Lardons – launches 7th October
- Waitrose Made Without Nitrites British Roast Ham
- Waitrose Made Without Nitrites British Honey Roast Ham
- Waitrose Made Without Nitrites British Unsmoked Back Bacon
- Waitrose Made Without Nitrites British Smoked Back Bacon
- Waitrose Made Without Nitrites British Unsmoked Streaky Bacon
- Waitrose Made Without Nitrites British Smoked Streaky Bacon
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