The Curators has reformulated its biltong, removing nitrates in response to shoppers’ pushback against ultra-processed foods.
Following 12 months of recipe development, The Curators claims to have produced an “even more tender” biltong, which is free from both nitrates and artificial preservatives.
The biltong was made using natural curing methods, longer marination, and gentle air-drying, said The Curators.
Each single-serve 25g pack (rsp: £2.50) delivers 13g protein with no added sugar. It has rolled into Waitrose stores nationwide.
Nitrates have historically been used in biltong and cured meats to extend shelf life and preserve colour.
However, consumers were becoming “increasingly aware of links between nitrates, nitrites and potentially harmful nitrosamines” and demanding “cleaner-label options”, said The Curators.
Speaking on the relaunch, The Curators co-founder Max Rees stressed: “This isn’t just a small tweak – it’s a total upgrade.”
“We’ve completely rethought how biltong should be made, with real food values and modern health standards in mind. This is us leading the category forward.”
The Curators has also enlisted England rugby star Claudia MacDonald as brand ambassador.
“She’s a role model both on and off the pitch, and her dedication to health, performance and sustainability aligns perfectly with what our brand is all about,” said The Curators co-founder Ed Hauck.
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