Waitrose has released its own brand ‘Made Without Nitrites’ ham range, as searches for nitrite free ham increased by 350% on the year on the Waitrose website.

The Waitrose nitrite-free ham range will join existing nitrite-free smoked and unsmoked bacon lines, and will include its British Roast Ham and Honey Roast Ham products.

Searches for ‘ham nitrite free’ on the Waitrose website had increased by 350% on the year, and searches for ‘nitrite free bacon’ were up by 110%.

Over the last year, sales of Waitrose’s Made Without Nitrite Unsmoked Streaky Bacon Rashers were up by 8%, while sales of its Made Without Nitrite Unsmoked Back Bacon Rashers were up by 22%.

Customers seek “cleaner labels”

Waitrose said the introduction of the nitrite-free ham range was built on the demand for nitrite-free options amid wider health trends, as Jonny Stevens, Meat, Fish & Poultry buyer at Waitrose, commented: “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.”