Waitrose is expanding its ‘Made Without Nitrites’ range, introducing a supermarket first with the launch of its ‘Made Without Nitrites’ Free Range British Unsmoked Gammon Joint and British Smoked Bacon Lardons.

The move comes as customer appetite for made without nitrites alternatives continues to accelerate. In the past year, Waitrose has doubled its ‘Made Without Nitrites’ range, with sales demand surging 34 per cent.

Lizzi 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.”

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

Since launching its first-to-market ‘Made Without Nitrites’ British Roast Ham and British Honey Roast Ham in May, sales for these products have jumped by 70 per cent.

The premium supermarket said other highlights in the range include Waitrose Made Without Nitrites Unsmoked Back Bacon, with sales growing 22 per cent in the past 12 months.

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