Waitrose invests £20m to cut prices on 370+ everyday products
Waitrose is investing £20 million in lowering prices by an average of 11% on more than 370 grocery items.
The supermarket said the savings span everyday products customers buy regularly for breakfast, lunchboxes, and family meals, with more than half coming from its Essential Waitrose value range.
Some products, including porridge oats, bread, orange juice, and potatoes, are seeing reductions of 20% or more.
Subscribe to TRBSome 70% 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.
Waitrose said this follows its search data showing that searches for ‘high protein’ foods have increased by 112% year-on-year, while searches for ‘high fibre’ foods have increased by 51%.
The price cuts take Waitrose’s total investment in its New Lower Prices programme to more than £180 million, with prices reduced across more than 1,000 products since the programme began in 2023.
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.
“That’s why we’re investing £20 million 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.”
