Waitrose is investing £100 million to lower the prices of over 300 everyday products in a bid to help households save during the cost-of-living crisis.
Rolling out today (15 February), across hundreds of own-brand products, nearly a quarter of prices will be cut by 20% or more.
Products such as British roast ham will see a reduction of 33%, with British cheddar, pork sausages, savoy cabbage, frozen peas, carrots, teabags, butter and tuna chunks also seeing price cuts.
Almost a third of the upmarket retailers lowest priced 900 product own-brand range, ‘Essential Waitrose’ will see price drops of 14% on average.
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“We understand that getting value for money has never been more important for everyone. So we’re cutting the prices of hundreds of everyday favourites from carrots to butter, and tea and coffee, with many cut by 20% or more,” Waitrose executive director, James Bailey said.
“This means our customers can enjoy greater value in every shop, and by lowering prices in our Essential range we’re making our lowest prices even lower.
“Although we’re cutting prices we won’t compromise our commitments to delivering excellent customer service, exceptional quality and the unique ranges we know our customers love; as well as our commitments to our farmers and suppliers which means customers can continue to feel good about shopping with us.”
The price cuts include a range of British products, as Bailey said that for Waitrose, supporting its farmers “is as important as supporting our customers”.
Last year, Waitrose paid its British beef, chicken, egg, milk, poultry and salmon farmers an additional £56m to help them tackle increased costs.
Bailey added: “We remain committed to buying British and to the highest animal welfare standards, not just for whole cuts of meat but in other products from sandwiches to stocks and mayonnaise.”