Waitrose is reducing prices on more than 370 everyday products, with reductions of around 11% and savings of up to 37%, as part of a £20 million investment.
The cuts cover fresh food, cupboard staples, and household products. Items such as porridge oats, bread, potatoes, apples, and orange juice have been reduced by 20% or more. Half of the reduced products are part of the Essential Waitrose range.
Investment and programme details
The £20 million investment is part of Waitrose's New Lower Prices Programme, which has cost the company £180 million. Since 2023, over 1,000 products have been reduced in price.
Waitrose has said that price cuts in May of this year resulted in a 4% year-on-year increase in sales across reduced lines.
Customer response
"September is a reset moment for households across the country," said Waitrose chief customer officer Nathan Ansell.
"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."
