Waitrose is lowering the prices of over 200 popular everyday products including potatoes, baked beans, butter and cream.
More than 60 Essential lines have been featured in the cuts, including chicken breast fillets, leeks and pork mince, and 40% of the 200 products have the Waitrose Good Health certification as the upmarket retailer looks to offer a wider range of healthier products at lower prices.
Prices are being cut by 7% on average and 10% off produce, with this latest investment marking the fifth time the grocer has lowered prices since February 2023 – a total investment of £130m.
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Waitrose commercial director Charlotte Di Cello said: “We are focusing on even more weekly shop staples as well as a large range of organic ingredients which our customers love.
“We continue to offer market-leading quality on our higher welfare products, such as chicken and outdoor-bred pork alongside our best seasonal fruit and vegetables.
“As always, our quality won’t change but our prices will drop allowing customers to enjoy great value with no compromise.”
The supermarket said that its New Lower Prices campaign, which has cut prices on over 1,200 products so far, has seen sales constantly up over 20% across the range and over one million new customers.
Di Cello added: “As we approach the warmer months, seasonal produce will be in abundance, and with the addition of our ‘In Season’ section on Waitrose.com, customers can easily find our top quality, seasonal products with a simple click.”
