Waitrose has cut the prices of more than 200 everyday products as part of a £100m investment in price.
The upmarket grocer said it had lowered prices in “every aisle”, including un British butter, tomato ketchup, Fairtrade golden caster sugar, British cocktail sausages, salad and ice creams.
Half of these products are now at least 10% cheaper, as the grocer said that “price cuts have been made without compromising on exceptional quality or Waitrose values, which include sourcing higher welfare meat and commitments to British farmers.”
The latest round of price cuts follows the reductions Waitrose made to more than 300 products in February, when it kickstarted its £100m investment in price.
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Waitrose commercial director Charlotte Di Cello said: “We’re investing millions in lowering the prices of everyday food across our aisles so customers benefit every time they shop with us.
“But it’s summer, so our customers are telling us they also want delicious treats for picnics and barbecues to be more affordable, so we’ve lowered the prices of British double cream, ice cream, ice lollies, and meringues made with free range eggs.
“We’ve made these cuts with absolutely no compromise on the high quality, high welfare, and delicious recipes our customers expect from us.
“We’ll still react to any drops in food inflation and pass on savings to our customers as soon as the prices we pay begin to fall, and we’ll continue to pay farmers a fair price for their products too.”
Waitrose is the latest grocer to unveil a round of price cuts as inflation starts to ease slightly. Last month, supermarkets including Sainsbury’s, Tesco, Lid and Aldi lowered the price of milk while Morrisons halved the price of some bread and cheese products and Tesco reduced the price of 30 pastas and cooking oil.
