Waitrose is investing £30m to cut prices on hundreds of own-brand products.
From today (14 February), over 200 lines will be reduced in price across British meat, fruit and vegetables, cupboard staples and products sold on fresh food counters.
Hundreds of items in the upmarket retailer’s Essential and Duchy Organic lines will be lowered by 8% on average, with the dairy, fish, meat and poultry, ready meals, and frozen lines reduced by 10% on average.
Products that will see the largest changes in price include British lamb hind shanks at £12.50 down from £15 per kg, as well as Waitrose soup mix, also down 16% in price to £1 and Essential frozen crinkle cut oven chips, down 13% to £1.75.
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Waitrose executive director James Bailey said: “This £30m investment in new lower prices demonstrates our continued commitment to offering our customers the best value for money without compromising our unique, high quality food sourced to industry leading animal welfare standards.
“We’ve chosen to lower the prices of hundreds of popular products including fresh, frozen and store-cupboard staples, as well as meat and fish on our fresh food counters to make a real difference to our customers’ baskets.”
It follows on from the grocer’s efforts to cut costs for shoppers in January, having offered over 1,000 promotions in its ‘Great Savings’ campaign.
Waitrose has also lowered the prices of nearly 200 branded products this year.
Bailey added: “In addition to this investment in price we’re constantly looking at new ways to offer customers great value such as free coffee, money-off vouchers, and lowering prices when costs fall as inflation comes down.”
