Waitrose is lowering the price of 370 products by an average of 11 per cent, across fresh food, store cupboard staples, and household products.

There are reductions of 20 per cent or more on products including porridge oats, bread, and orange juice, alongside potatoes, rice, apples, and tomatoes.

More than half (56 per cent) of the reduced products come from the value-focused Essential Waitrose range.

Nathan Ansell, Waitrose chief customer officer, said: “September is a reset moment for households across the country. As families get back to their regular routines, we know customers are looking for ways to make their weekly shop work harder for their budgets.

“For Waitrose, great value has always meant more than simply a low price. It means exceptional quality, responsible sourcing and market-leading animal welfare too. We’re making everyday food more affordable while maintaining the standards our customers expect from us.”

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This latest investment takes Waitrose’s total investment in its New Lower Prices programme to more than £180m, with prices reduced across more than 1,000 products since the programme began in 2023.

The previous round of New Lower Prices (May 2026) delivered a 4 per cent year-on-year increase in sales across the 160 reduced lines, while Waitrose achieved its highest-ever Net Promoter Score for value for money.

The latest price cuts also reflect changing customer priorities around eating well. Waitrose.com search data shows searches for ‘high protein’ foods have increased by 112 per cent year-on-year, while searches for ‘high fibre’ foods have increased by 51 per cent.

In response, 70 per cent of the new reduced food lines meet official ‘healthier choice’ standards, including more than 100 fibre-rich products and more than 60 high-protein options.

Earlier this month, Waitrose reported sales climbed four per cent to £4.3bn in the first half of the year as the grocer continued to outperform its sister John Lewis department store business.

John Lewis Partnership sales rose two per cent to £6.3bn in the six months to 1 August, but its loss before tax and exceptional items widened to £89m from £34m a year earlier.

The employee-owned group blamed the deterioration on continued investment in its transformation programme and higher operating costs, alongside a tougher consumer backdrop.