Waitrose has expanded its ‘Made Without Nitrites’ range with the launch of Free Range Unsmoked Gammon Joint and British Smoked Bacon Lardons.
In a first for UK retail, the move comes as appetite for nitrite-free options continues to accelerate, the supermarket said.
The gammon (rsp: £12.30 per kilo) has launched into stores and online this week with the lardons (rsp: £4) to roll out from 7 October.
They join the retailer’s range of nitrite-free hams and bacons.
“Shoppers are becoming increasingly mindful of food processing and making health-conscious choices, looking for simpler ingredients and cleaner labels without sacrificing on taste,” said Lizzi Shearing, pork product developer at Waitrose. “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.”
Waitrose reported sales demand had increased by 34% in the past year, and since launching its Made Without Nitrites British Roast Ham and British Honey Roast Ham in May, sales of these products are up by 70%.
“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,” said Waitrose nutritionist Emer Lowry. “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.”
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