Key facts
- UK consumers are increasingly concerned about nitrites used in meat curing.
- Denhay launched two nitrite-free bacon products in 570 Tesco stores.
- Waitrose has seen sales of its nitrite-free ham rise over 70% and unsmoked back bacon up 22%.
- In the 52 weeks to September 6, 2026, nitrite-free bacon spend reached £34.8m, up 11.4% year-on-year.
- Conventional bacon spend declined 9.2% in the same period.
- The World Health Organization classifies processed meat as a carcinogen, though nitrites are not directly blamed.
Consumers in the UK are increasingly seeking out bacon products made without added nitrites, driven by growing concerns about the potential health risks associated with these curing chemicals. Retailers have responded by expanding their "nitrite-free" ranges to meet this demand.
Denhay, a specialist in hand-dry-cured bacon, has introduced two new back bacon lines – Smoked and Unsmoked – which are now available in 570 Tesco stores. Waitrose has significantly increased its "Made Without Nitrites" offerings over the past year, reporting a more than 34% rise in sales for these products. Their British roast and honey roast hams have seen sales jump over 70% since May, and unsmoked back bacon sales are up 22%.
Data from Worldpanel by Numerator indicates a steady growth trend for nitrite-free bacon, contrasting with a decline in conventional bacon sales. In the 52 weeks leading up to September 6, 2026, consumer spending on nitrite-free bacon reached £34.8 million, an increase of 11.4% year-on-year, with volumes rising to 2.2 million kg, up 8.0%. During the same period, conventional bacon saw a 9.2% decrease in spend and a 4.9% drop in volume.
Nutritionists note that consumers are paying closer attention to ingredient lists. While some experts argue there is no definitive evidence that nitrite-free processed meat is safer, the Food Standards Agency (FSA) acknowledges that nitrites help preserve meat and prevent the growth of harmful bacteria. The FSA also points out that vegetables provide nitrates alongside beneficial nutrients that can mitigate the formation of harmful nitrosamines, a process that can occur when nitrites are consumed with protein-rich foods like meat.
The World Health Organization's cancer agency classifies processed meat as a Group 1 carcinogen, but the link to cancer is not directly attributed to nitrites. Research suggests a daily intake of about 50g of processed meat is associated with a 16% higher relative risk of colorectal cancer. However, the FSA states that no single component of processed meat has been identified as the sole cause, and removing nitrites can present food safety challenges.
Nutritionists also observe that nitrite-free products can be more expensive due to factors such as smaller production runs, different curing methods, shorter shelf lives, or the use of higher-welfare meat. They caution that "nitrate-free" does not automatically confer a health halo, as nitrites play a role in preservation and controlling bacteria.