Waitrose has become the first major supermarket to bring nitrite-free ham to British shoppers, as more people search for products with simpler, cleaner ingredient lists.
The retailer launched its ‘Made Without Nitrites’ ham range, removing that preservative from the traditionally processed meats.
It is a move that builds on the success of the supermarket’s existing nitrite-free bacon lines, which have already proved popular with customers.
Searches for ‘ham nitrite free’ on the Waitrose website shot up by a remarkable 350 per cent in the year leading up to the launch, while queries for nitrite-free bacon climbed 110 per cent.
Waitrose has become the first major supermarket to bring nitrite-free ham to British shoppers
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WAITROSE
The retailer’s existing bacon products have also been flying off the shelves. Sales of the Made Without Nitrites Unsmoked Back Bacon Rashers jumped 22 per cent compared to the previous year, and the Unsmoked Streaky Bacon Rashers saw an eight per cent boost.
Meat, Fish & Poultry Buyer at Waitrose, Jonny Stevens, said: “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.”
Head of Nutrition at Waitrose, Joanne Lunn, added: “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 two ham products have launched at £3.50 for a 120g pack, available both in stores and online. The growing interest in nitrite-free options has been fuelled in part by health professionals who have encouraged their followers to pay closer attention to what goes into their food. All the ham in the range is higher welfare too.
Waitrose Made Without Nitrites range:
- Made Without Nitrites British Roast Ham
- Made Without Nitrites British Honey Roast Ham
- Waitrose 8 Made Without Nitrite Unsmoked Back Bacon Rashers
- Waitrose 12 Made Without Nitrite Unsmoked Streaky Bacon Rashers
Waitrose launches 80s-inspired foods to celebrate the launch of Rivals
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WAITROSE
This comes as Waitrose partnered with Disney+ to launch a limited-edition “80s Rivals” food range inspired by season two of the Hulu Original series Rivals, now available in stores.
The range reimagines retro favourites through playful “flavour rivalries”, tapping into growing demand for nostalgic comfort foods. Waitrose said the campaign combines the glamour and indulgence of the 1980s with modern twists designed to appeal to both longtime fans of the decade and younger shoppers.
Products include Scotch Egg and Thousand Island Prawn sandwiches, Steak Diane and Bloody Mary Prawn Cocktail crisps, plus Rhubarb & Custard and Peach Melba ice creams. Waitrose is also launching its first ready-to-drink alcoholic cocktails, including a Peach Melba Spritz and Spicy Pineapple Daiquiri.
The collaboration reflects its focus on creating “food with personality”, while the series itself returns with more drama, rivalry and excess set in the fictional world of Rutshire. Alongside the limited-edition range, Waitrose is also promoting a selection of retro-inspired classics such as coronation chicken pastries, ploughman’s pies and Peach Melba cake.