They can't actually label it "nitrate free", only a superficially sounding term like "no nitrates added", with the hope that people (like you) think it's the same as "nitrate free".

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amanaplanacanal 11 hours ago | parent [-]

I typically see it labeled "uncured."

	▲	t0mpr1c3 an hour ago \| parent [-]
		That's just the usual US marketing bollocks. Whether it is cured with nitrates or with celery extract, bacon is definitely cured. If it is not cured, it is not bacon. I am more sympathetic to the term "turkey bacon" than "uncured bacon".