Waitrose said bread, porridge oats, orange juice and tomatoes will all be included in the changes
Waitrose is making a change across 370 products (Image: Peter Dazeley)
Major supermarket Waitrose has announced it will be making changes across more than 370 products in its stores in a bid to help shoppers budget over the coming months.
In a £20 million investment, Waitrose revealed it has reduced the price of more than 370 everyday products. This means the supermarket has cut prices by an average of 11% – with some items now costing up to 37% less.
As part of the changes, Waitrose has cut the price of popular kitchen staples including bread, porridge oats, orange juice, potatoes, rice, apples and tomatoes. The new prices will be available in-store and through the Waitrose website, What’s The Jam? reports.
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More than half of the discounted products – 56% – also come from the supermarket’s value-focused Essential Waitrose range. For example, a 1kg bag of Essential Waitrose porridge oats has dropped from £1.25 to £1.
An 800g Super Soft White Medium Loaf now also now costs 80p instead of £1, while Essential Waitrose Pure Orange Juice has also been reduced from £2 to £1.60, indicating a 20% price drop. Other savings include 80p off beef rump steak, 80p off free-range pork mince and 50p off a four-pack of Conference pears.
Waitrose said the reductions cover fresh food, store-cupboard staples and household products regularly bought for breakfasts, lunchboxes and family meals.
Nathan Ansell, chief customer officer at Waitrose, 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.
“That’s why we’re investing £20m to lower the price of more than 370 everyday products, from breakfast and lunchbox staples to the ingredients people rely on for family meals.
“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.”
The retailer added that 70% of the food products included meet official “healthier choice” standards. That includes more than 100 fibre-rich products and over 60 high-protein options.
