Sales of nitrite-cured bacon have plummeted by £18.7 million in a 12-week period due to increasing consumer concerns over potential cancer risks associated with the controversial additive. Data collected by Worldpanel by Numerator and published by the Coalition Against Nitrites showed a significant drop in nitrite-containing bacon sales, while sales of nitrite-free bacon increased substantially.

Nitrites, commonly used as preservatives in processed meats like bacon, have been classified as Group 1 carcinogens by the World Health Organization, with evidence linking them to increased cancer risk. Experts have called for tobacco-style warnings on packaging and the phasing out of nitrites in the industry to prevent further preventable cancers. Research suggests that plant-based alternatives, free from harmful additives, are not only better for consumer health but also for animal welfare and the environment, with potential to reduce cancer risk by up to 25 percent.