It means certain items are now up to 37 per cent cheaper than before
It means certain items are now up to 37 per cent cheaper than before
Waitrose has slashed prices across more than 370 everyday products as part of a £20 million investment programme. The retailer, which has stores in Birmingham and Solihull, has cut prices by an average of 11 per cent.
It means certain items are now up to 37 per cent cheaper than before. Household staples such as bread, porridge oats, orange juice, potatoes, rice, apples and tomatoes feature among the reduced products.
More than half of the discounted items – 56% – are from the chain’s budget-friendly Essential Waitrose range. A 1kg bag of Essential Waitrose porridge oats has fallen from £1.25 to £1, while its 800g Super Soft White Medium Loaf now retails at 80p rather than £1.
READ MORE BBC TV licence rule change could cut people’s fees by £36
Essential Waitrose Pure Orange Juice has similarly been cut by 20%, dropping from £2 to £1.60 for a one-litre carton. Additional reductions include 80p off beef rump steak, 80p off free-range pork mince and 50p off a four-pack of Conference pears.
Waitrose confirmed the price cuts span fresh produce, cupboard essentials and household goods commonly purchased for breakfasts, packed lunches and family dinners. The supermarket noted that 70% of the food items included satisfy official “healthier choice” criteria.
This encompasses more than 100 fibre-rich products and over 60 high-protein alternatives. The retailer reported that searches for “high protein” food on its website had surged by 112% year on year, while searches for “high fibre” products had increased by 51%.
Waitrose said it had invested more than £180 million in its New Lower Prices initiative since its launch in 2023. More than 1,000 products have seen price reductions during this time.
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.”
