Waitrose has become the first UK supermarket to sell ham made without nitrites, launching a new own-label range that includes British Roast Ham and British Honey Roast Ham. The products are being positioned as a response to shoppers who want shorter ingredient lists and fewer additives without giving up deli-style flavour.

The chain said the development follows a year of product testing to get the balance right between taste and formulation. Jonny Stevens, the retailer’s meat, fish and poultry buyer, said customers were looking for "simpler ingredients and cleaner labels" and described the launch as an effort to raise standards for a lunchtime staple. Joanne Lunn, Waitrose’s head of nutrition, said the new line gives customers a nitrite-free option while still delivering flavour and higher-welfare sourcing.

The move builds on the strong performance of Waitrose’s existing nitrite-free bacon range. The retailer said sales of its unsmoked back bacon rashers were up 22% year on year, while unsmoked streaky bacon rose 8%. Online searches on Waitrose.com for "ham nitrite free" were up 350%, and searches for "nitrite free bacon" had increased by 110%, underlining what the company sees as fast-growing demand.

Waitrose, which operates about 320 shops and a sizeable online business, has long promoted its links with British farmers and suppliers, as well as its focus on animal welfare and responsible sourcing. It also highlights its Leckford Estate farm and holds a Royal Warrant as Grocer and Wine & Spirits Merchant to King Charles III. The new ham range fits neatly into that wider brand image, with the supermarket leaning further into premium, health-conscious food retailing.

Entries for the UK Quality Food & Drink Awards 2026 are still open. Don’t miss your chance to be recognised among the UK’s finest – submit your entries today. For more information on categories, entry criteria, and deadlines, please visit UK Quality Food & Drink Awards 2026 - 2026 Enter Awards