Brief
Nitrite‑free bacon sales surge in UK as shoppers seek healthier options
Retailers such as Denhay and Waitrose report strong growth in nitrite‑free bacon sales as consumers worry about curing chemicals.
By Felo News Desk · Published
UK retailers are reporting a rapid increase in sales of nitrite‑free bacon, driven by consumer concerns over the health risks of curing chemicals, the Guardian said.
What happened
Denhay, a Devon dry‑cured bacon specialist, launched two new back‑bacon lines – Made Without Nitrites Smoked Back Bacon and Made Without Nitrites Unsmoked Back Bacon – in 570 Tesco stores on 21 September. Each 200‑gram pack is priced at £4. Waitrose has expanded its nitrite‑free range, noting a 34% rise in sales over the past year and double‑digit growth in its British roast and honey‑roast hams since May.
What the reports add
Worldpanel data from Numerator shows that in the 52 weeks to 6 September 2026, consumer spend on nitrite‑free bacon reached £34.8 million, an 11.4% year‑on‑year increase, while volumes rose 8.0% to 2.2 million kg. By contrast, conventional bacon spend fell 9.2% and volumes fell 4.9% over the same period.
What was said
Emer Lowry, a nutritionist at Waitrose, told the Guardian, “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.” Marlene Godwin, managing director of Denhay, said the move was prompted by retailer and shopper demand, adding, “We definitely don’t want to be telling people what to eat. This is about giving bacon lovers choice, not replacement.”
How it came about
Health concerns stem from the role of nitrites in forming nitrosamines, which the Food Standards Agency (FSA) links to increased cancer risk. While the World Health Organization classifies processed meat as a Group 1 carcinogen, the agency notes that no single component, including nitrites, has been definitively proven responsible. The rise in nitrite‑free products follows growing consumer scrutiny of ingredient lists and a broader trend toward “clean‑label” foods.
Key facts
- Denhay launched two nitrite‑free back‑bacon lines in 570 Tesco stores on 21 September 2026. (theguardian.com)
- Waitrose’s nitrite‑free range saw sales rise more than 34% over the past year. (theguardian.com)
- In the year to 6 September 2026, spend on nitrite‑free bacon grew 11.4% to £34.8 million. (theguardian.com)
- Conventional bacon spend fell 9.2% and volumes fell 4.9% in the same period. (theguardian.com)
- Emer Lowry of Waitrose said offering nitrite‑free options gives shoppers more choice without compromising taste. (theguardian.com)
Sources
- [1] theguardian.com — originally reported as “Nitrite-free bacon sales boom in UK amid fears over curing chemicals”
