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In a supermarket first, Waitrose has launched a ‘Made Without Nitrites’ ham range - including: British Roast Ham & British Honey Roast Ham
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Demand for nitrite-free products is soaring, with sales of Made Without Nitrites Unsmoked Back Bacon Rashers & Made Without Nitrites Unsmoked Streaky Bacon Rashers +22% and +8% compared to last year
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In the last year, searches on Waitrose.com for ‘ ham nitrites free’ are up 350% and nitrite free bacon up 110%
In response to soaring demand for nitrite-free options, Waitrose has launched a first to supermarket ‘Made Without Nitrites’ ham range. The two new products join two existing nitrite-free smoked and unsmoked bacon lines; Waitrose 8 Made Without Nitrite Unsmoked Back Bacon Rashers which has seen sales up 22% this year and Waitrose 12 Made Without Nitrite Unsmoked Streaky Bacon Rashers which has seen sales up 8%.
Jonny Stevens, Meat, Fish & Poultry Buyer at Waitrose, says, “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.”
Available from 22nd April, in Waitrose stores and via Waitrose.com
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Made Without Nitrites British Roast Ham, £3.50, 120g
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Made Without Nitrites British Honey Roast Ham, £3.50, 120g
Compared to last year, searches on Waitrose.com for:
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‘Ham nitrite free’ +350%
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‘Nitrite free bacon’ +110%
Joanne Lunn, Head of Nutrition at Waitrose, says, “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. 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!”
The shift towards nitrite-free pork products follows an influx of health professionals and influencers such as Dr Chris van Tulleken and Joe Wicks encouraging their followers to be more conscious about the food they are consuming.
Many nutritionists, including @bfrankhealth and @healthbycaroline are now creating popular content on social media showing their followers how to make healthier alternatives to their favourite processed foods, without compromising on flavour. The Waitrose Made Without Nitrites range follows the same ethos - the same succulent, top quality British meat products, but without any harmful and unnecessary additives.
Notes to Editors
About Waitrose
Waitrose is the Home of Food Lovers, serving customers with exceptional quality products and expert service.
Part of the John Lewis Partnership - the UK’s largest employee-owned business - Waitrose has 320 shops and a strong online business. It also has agreements with brands like Welcome Break and Shell, further bolstering its local footprint.
It works closely with British farmers and suppliers, and is a market-leader for animal welfare and responsible sourcing - using sustainable farming methods, including on its very own farm, the Leckford Estate.
Waitrose has 800 specialist counters across its shops and a Beer, Wine and Spirits team that includes more Masters of Wine than any other UK supermarket. It holds a Royal Warrant as Grocer and Wine & Spirits Merchant to His Majesty King Charles III.
