Bacon has long been a favourite of carnivores, but there is growing consumer concern about the health risks posed by nitrites, chemicals used to cure meats. While many experts argue there is no evidence processed meat made without nitrites is safer, retailers have responded to consumer concerns by offering “nitrite-free” products to meet demand. Denhay, the Devon hand- dry-cured bacon specialist, has launched two new back bacon lines in 570 Tesco stores from 21 September – Made Without Nitrites Smoked Back Bacon and Made Without Nitrites Unsmoked Back Bacon (both 200g), both priced at £4.
Waitrose has doubled its Made Without Nitrites range in the past year, with sales up more than 34%. Sales of its British roast and honey roast hams have risen more than 70% since launching in May, and its unsmoked back bacon is up 22%. Data from Worldpanel by Numerator shows nitrite-free bacon growing steadily while conventional bacon declines, and its share of the fresh bacon category has risen steadily from a small base.
In the 52 weeks to 6 September 2026, nitrite-free spend reached £34.8m (up 11.4% year on year) and volumes were up to 2.2m kg (up 8.0%), while spend and volume for conventional bacon was 9.2% and 4.9%, respectively. Emer Lowry, a nutritionist at Waitrose, said: “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, the managing director of Denhay, said the move was prompted by retailers and shoppers rather than the producer. This is about giving bacon lovers choice, not replacement.
Retailers were saying customers want this, can you provide it? She added: “I can’t speak for shoppers, but I think health consciousness is driving it, and consumers are more interested. One of the things people said to me was, why not convert everything?
Our customers still love traditional cure, but we’re offering another choice.” Sodium and potassium nitrates and nitrites are chemicals that are often used to preserve or “cure” meat. Nitrates, which contain one nitrogen and three oxygens atoms, can be converted by bacteria into nitrites, which contain one nitrogen and two oxygen atoms. Nitrites help to prevent the growth of microbes, including harmful bacteria, and can enhance the flavour and pink colour of meat products.
People do not consume these chemicals only through eating meat – nitrates are also provided by vegetables, in particular leafy greens. The Food Standards Agency (FSA) says the key difference is that when nitrates or nitrites are consumed as part of protein-rich foods such as meat, they are converted into chemicals known as nitrosamines, which are thought to be harmful to health. These nutrients help to reduce the formation of harmful nitrosamines,” the FSA adds The World Health Organization’s cancer agency classes processed meat as a group 1 carcinogen, the same category as tobacco, though the known link between processed meat and cancer cannot be directly attributed to nitrites.
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