The release of its ‘Made Without Nitrites’ Free Range British Unsmoked Gammon Joint and British Smoked Bacon Lardons comes as the retailer reported an accelerating customer appetite for made without nitrites alternatives.

Waitrose confirmed that sales of its ‘Made Without Nitrites’ range were up 34% in the last year, with sales of the ‘Made Without Nitrites’ British Roast and Honey Roast hams up 70% since their launch in May.

Waitrose also found that its ‘Made Without Nitrites’ Unsmoked Back Bacon had seen a 22% increase in sales in the last year.

“Shoppers are becoming increasingly mindful of food processing and making health-conscious choices, looking for simpler ingredients and cleaner labels.”

Lizzi Shearing, pork product developer at Waitrose, commented: “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.”

Emer Lowry, nutritionist at Waitrose, says: “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.”