In just one year, Waitrose has doubled its range of bacon without nitrites, with sales and purchases increasing by over 34%. The company attributes this success to two main factors: increased consumer awareness and the willingness to offer healthier food options that meet their needs.

Other companies like Denhay, specialized in manual culling, have seen an increase in sales. They launched two new lines of bacon without nitrites at Tesco in the last seven months, including Bacon Smoked Without Nitrites and Bacon Non Smoked (all priced at £4). These options are available in 570 Tesco stores, demonstrating the trend towards more healthy food choices.

According to research from Worldpanel of Numerator, bacon without nitrite spending and volume have been rising over the past five weeks. In the four weeks ending September 6, 2026, bacon without nitrite spending reached £34.8 million (up 11.4% compared to the previous year), and sales were up to 2.2 million pounds (up 8.0%). This is a significant shift in consumer behavior, with bacon without nitrite now occupying a larger share of the fresh cod market.

Waitrose and Denhay argue that offering these alternatives is only to provide more choice for cod lovers, not to completely replace traditional cured products. However, experts warn that while some may prefer the taste and texture of bacon without nitrite, it is important to consider the health implications before making such drastic dietary changes.

Consumers will continue to seek healthier food solutions, and this bacon without nitrite market shows signs of life despite the ongoing growth. Sellers and producers recognize the importance of meeting evolving public needs without compromising on quality or taste.