Waitrose has become the first UK supermarket to introduce a significant change for customers purchasing ham. The retailer, which operates stores in Birmingham and Solihull, is pioneering the sale of ham made without nitrites.
New Nitrite-Free Ham Range
In a supermarket first, Waitrose has launched a 'Made Without Nitrites' ham range, featuring British Roast Ham and British Honey Roast Ham. This innovation responds to growing consumer demand for simpler ingredients and cleaner labels, without sacrificing taste.
Jonny Stevens, Meat, Fish & Poultry Buyer at Waitrose, explained: '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.'
Health Benefits and Quality
Joanne Lunn, Head of Nutrition at Waitrose, highlighted the health advantages: '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.'
She added: '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!'
Waitrose's Commitment to Quality
Waitrose operates 320 shops and a strong online business. The chain, which competes with Tesco, Sainsbury's, Morrisons, Asda, and others, emphasises its close collaboration with British farmers and suppliers. The company prides itself on being a market leader for animal welfare and responsible sourcing, using sustainable farming methods, including on its own farm, the Leckford Estate.
Waitrose also boasts 800 specialist counters across its shops and a Beer, Wine and Spirits team that includes more Masters of Wine than any other UK supermarket. It holds a Royal Warrant as Grocer and Wine & Spirits Merchant to His Majesty King Charles III.
