- Half of the prices lowered by at least 10% - without compromising on quality or values
- Cutting prices for the second time this year as part of record £100m investment
- Lowering prices in every aisle from cupboard staples to picnic and barbecue favourites
Waitrose has cut the prices of over 200 everyday, summer favourites as part of a £100m investment to lower customers’ bills.
The new lower prices can be found in every aisle and include cupboard staples from British butter and tomato ketchup to Fairtrade golden caster sugar, as well as British cocktail sausages, salads and ice cream for summer barbecues and picnics.
Half of these products are now at least 10% cheaper. The price cuts have been made without compromising on exceptional quality or Waitrose values, which include sourcing higher welfare meat and commitments to British farmers.
This is the second time we’ve lowered hundreds of prices this year. In February, we cut prices on more than 300 products at the start of a record £100m investment. This move has already attracted new customers to shop with us.
Charlotte Di Cello, Commercial Director for Waitrose, said: “We’re investing millions in lowering the prices of everyday food across our aisles so customers benefit every time they shop with us.
“But it’s summer, so our customers are telling us they also want delicious treats for picnics and barbecues to be more affordable, so we’ve lowered the prices of British double cream, ice cream, ice lollies, and meringues made with free range eggs.
“We’ve made these cuts with absolutely no compromise on the high quality, high welfare, and delicious recipes our customers expect from us.
“We’ll still react to any drops in food inflation and pass on savings to our customers as soon as the prices we pay begin to fall, and we’ll continue to pay farmers a fair price for their products too.”
In addition to our investment in prices, our Essential Waitrose range of over 900 products is the largest value range of any UK supermarket.
Examples of own brand price cuts on food staples:
Product | Old Price | New Price | % Reduction |
Waitrose Soft White Medium Loaf 800g | £1.15 | £1.00 | 13% |
Essential British Pork Chops - 400g - made from higher welfare, outdoor bred pork | £4.25 | £3.75 | 11% |
Essential 10% Fat British Beef Mince - 500g | £3.55 | £3.15 | 11% |
Essential Smooth/Crunchy Peanut Butter - made with 97% roasted peanuts and certified sustainable palm oil | £2.35 | £2.10 | 10% |
Waitrose Shortbread Fingers 200g - all butter and made in Scotland | £1 | 90p | 10% |
Essential Chicken Thighs 1kg higher welfare | £3.60 | £3.25 | 9% |
Essential Honey | £2.60 | £2.35 | 9% |
Essential British Spinach 260g | £1.75 | £1.60 | 8% |
Essential salted /unsalted British butter 250g | £2.00 | £1.90 | 5% |
Essential Reduced Salt & Sugar Ketchup 445g | £0.90 | £0.85 | 5% |
Examples of own brand price cuts on summer favourites:
Product | Old Price | New Price | % Reduction |
Waitrose Watermelon chunks 450g | £5.00 | £3.95 | 21% |
Waitrose Caesar Dressing 150ml - made with free range egg yolk | £1.45 | £1.25 | 13% |
Waitrose meringue base - made with free range eggs | £2 | £1.75 | 12% |
10 Waitrose Wafer Ice Cream Cones | 85p | 75p | 11% |
Essential Vanilla Soft Scoop Ice Cream 2 litres | £2.45 | £2.20 | 10% |
Essential Double British Cream 300ml - made with milk produced to higher welfare standards | £1.40 | £1.25 | 10% |
Waitrose Ciabatta rolls x4 | £1.65 | £1.50 | 9% |
20 Essential picnic eggs 400g - made with free range eggs and higher welfare pork | £3.10 | £2.80 | 9% |
Waitrose Valencia Ice Lollies made from freshly squeezed Valencia oranges | £2.90 | £2.75 | 5% |
40 Essential British cooked cocktail sausages 400g - made from higher welfare, outdoor bred pork | £3.15 | £3.00 | 4% |
Prices shown are available in Waitrose supermarket shops and online
How we help myWaitrose members to spend less
- Weekly offers tailored to how customers shop. Our myWaitrose loyalty programme issues hundreds of thousands of vouchers every week, helping customers save money. Last year, we issued over £100m in personalised money-off rewards.
- A free hot drink, available every day when a customer makes a purchase.
- 20% off selected meat at our counters every Saturday, and 20% off selected fish from our fish counters every Friday.
- Further benefits including free copies of Waitrose Food and Waitrose Drinks magazines, and discounts on dry cleaning.
