Waitrose expands nitrite-free range as demand surges by 34%
Waitrose is expanding its ‘Made Without Nitrites’ range as it looks to meet a surge in demand for nitrite free pork products.
The supermarket added two new products including Made Without Nitrites Free Range British Unsmoked Gammon Joint and British Smoked Bacon Lardons.
Subscribe to TRBLizzi 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.”
Waitrose has doubled its Made Without Nitrites range in recent months as customer demand climbs, with sales up 34% in the last year.
Since the launch of its Made Without Nitrites British Roast Ham and British Honey Roast Ham in May, sales of those items have climbed 70%. Other products in the range include Waitrose Made Without Nitrites Unsmoked Back Bacon, where sales are up 22% over the past year.
Emer Lowry, nutritionist at Waitrose, said: “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.”
Earlier this month, Tesco laubched its own nitrite-free ham and bacon range after customer online searches for products without added nitrites rose by over 360% year-on-year.
