UK supermarket Waitrose has launched a ‘Made Without Nitrites’ ham range as it reports “soaring demand” for nitrite free options.
According to Waitrose, the introduction of the range builds on the demand for nitrite-free options amid wider health trends. The new product range include Waitrose’s British Roast Ham and Honey Roast Ham.
The Waitrose ’Made Without Nitrites’ ham range will join existing nitrite-free smoked and unsmoked bacon lines.
Jonny Stevens, Meat, Fish & Poultry buyer at Waitrose, stated: “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.”
Waitrose reported that compared to the same time last year, sales for its Made Without Nitrite Unsmoked Back Bacon Rashers were up by 22%, while sales of its Made Without Nitrite Unsmoked Streaky Bacon Rashers were up by 8%.
Searches on the Waitrose website for ‘ham nitrite free’ had risen by 350% on the year, and searches for ‘nitrite free bacon’ were up by 110%.
Joanne Lunn, head of nutrition at Waitrose, commented: “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.”
