Responding to “accelerating” customer demand for clean-label ingredients, Waitrose has launched gammon and bacon products into its ‘Made Without Nitrites’ range.
Waitrose added the Free Range British Unsmoked Gammon Joint and British Smoked Bacon Lardons to its ‘Made Without Nitrites’ range as it said it had seen wider customer demand for clean-label, minimalist ingredients.
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.”
In the last year, Waitrose said it had doubled its ‘Made Without Nitrites’ range, with sales demand increasing by 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%, it said, with other highlights in the range including Waitrose Made Without Nitrites Unsmoked Back Bacon, with sales up 22% in the last year.
Emer Lowry, nutritionist at Waitrose, 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.”
The launch comes as Tesco released its own nitrite-free ham and bacon range in September, and follows calls for supermarkets to eliminate nitrites in bacon.
