Waitrose has launched a Made Without Nitrites ham range to meet demand for nitrite-free options.
The range (rsp: £3.50/120g) includes British Roast Ham and British Honey Roast Ham, which will join existing nitrite-free smoked and unsmoked bacon lines.
The launch comes as the retailer said demand was soaring, with sales of its nitrite-free unsmoked back and streaky rashers up 22% and 8% respectively, compared to last year.
At the same time, searches on Waitrose’s website for ‘ham nitrite free’ have increased by 350% and ‘nitrite free bacon’ by 110% in the past year.
“We know our customers are looking for a return to basics: simpler ingredients and cleaner labels, with zero compromise on that delicious deli taste,” said Jonny Stevens, meat, fish & poultry buyer at Waitrose. “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.”
Sales of nitrite-cured bacon plunged by £18.7m in the 12 weeks to the end of January, as figures show shoppers shying away from products containing controversial nitrite additives, according to data from Worldpanel by Numerator.
Across the same timeframe, sales of nitrite-free bacon surged, with spend up 21.7% and volume up 19.6% year on year.
“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,” said Joanne Lunn, head of nutrition at Waitrose. “In choosing our Made Without Nitrites ham, customers can prioritise their health, without compromising on great flavour.
“As well as being nitrite-free, our ham is all higher welfare, and makes for a deliciously guilt-free sandwich when layered with crunchy coleslaw!”
No comments yet