Waitrose targets cleaner-label demand with nitrite-free ham range

Waitrose has launched the UK’s first own-label nitrite-free ham range as shoppers increasingly seek cleaner-label alternatives to processed meats.

The retailer will introduce two ‘Made Without Nitrites’ products in stores and online from 22 April: British Roast Ham and British Honey Roast Ham, both priced at £3.50 for 120g packs.

The launch follows a sharp rise in consumer demand, with searches on Waitrose.com for “ham nitrite free” climbing 350 percent year-on-year and searches for “nitrite free bacon” rising 110 percent.

Waitrose has already seen momentum across its nitrite-free bacon range. Sales of its Made Without Nitrite Unsmoked Back Bacon Rashers have increased 22 percent this year, while Made Without Nitrite Unsmoked Streaky Bacon Rashers are up 8 percent.

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.”

 

Jonny Stevens, Meat, Fish & Poultry Buyer at Waitrose

The launch comes as pressure mounts on the processed meat sector to reduce additives and simplify ingredient lists. Campaign groups including the Coalition Against Nitrates have intensified calls for manufacturers and retailers to move away from nitrites, while health figures such as Dr Chris van Tulleken and Joe Wicks have helped push cleaner-label foods further into the mainstream.

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!”

 

Joanne Lunn, Head of Nutrition at Waitrose

The launch highlights growing retailer confidence in nitrite-free processed meats as supermarkets compete to meet rising demand for healthier convenience foods.