Waitrose is investing more than £20m to lower prices across over 160 own-brand lines, as the grocer looks to sharpen its value proposition without diluting its quality, sourcing and welfare standards.

The latest round of cuts, which comes into effect today, reduces prices by an average of 12 per cent across everyday products including free-range eggs, onions, chicken thighs, apples, frozen peas, chickpeas and chopped tomatoes.

Some lines have been cut by more than 25 per cent, with Waitrose saying the move will reduce the cost of products bought by nearly eight in 10 of its customers.

The investment marks the ninth wave of Waitrose’s New Lower Prices programme since 2023, taking total spend to £162.5m across more than 1,000 products.

Almost half of the latest reductions are within the Essential Waitrose range, as the retailer targets the products shoppers rely on most in their weekly shop.

Price cuts include Waitrose Baby Spinach, down 31 per cent from £1.60 to £1.10, Essential Waitrose Chickpeas, reduced 26 per cent from 95p to 70p, and Essential Waitrose British Chicken Thighs, down 19 per cent from £3.95 to £3.20.

Essential Waitrose British Mini Apples have also been cut 23 per cent from £1.30 to £1, while Essential Waitrose Chopped Tomatoes are down 15 per cent from 65p to 55p.

The supermarket said the reductions span fresh and frozen food, cupboard staples, household products and core meal ingredients, helping customers manage the cost of cooking and eating at home.

Waitrose chief customer officer Nathan Ansell said: “Customers are watching what they spend, but they don’t want to compromise on the food they buy.

“This investment is about doing the right thing for our customers, helping them save on the products they shop most often, while keeping the quality they expect from Waitrose.

“We know our customers, the Food Lovers who shop with us, want to feel confident in the food they buy, without compromising on what matters to them.”

The grocer said all reduced-price meat lines continue to meet its higher welfare standards, including the Better Chicken Commitment.

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