- Cuts begin today on over 200 hundred lines with more to come this spring
- Follows price cuts on nearly 200 branded products by average 8% earlier this year
- Investment gives customers even greater value while enjoying industry leading quality food
Waitrose is cutting prices by another £30m on hundreds of everyday, popular own brand products. The price cuts begin today on over 200 lines including British meat, fruit and vegetables, store- cupboard staples and products sold on our popular fresh food counters, with more price cuts to follow this spring.
Customers will benefit from hundreds of products including Essential and Duchy Organic products being lowered by 8% on average, with the dairy, fish, meat and poultry, ready meals and frozen lines being lowered by 10% on average.
James Bailey, Executive Director for Waitrose said; “This £30m investment in new lower prices demonstrates our continued commitment to offering our customers the best value for money without compromising our unique, high quality food sourced to industry leading animal welfare standards.
“We’ve chosen to lower the prices of hundreds of popular products including fresh, frozen and store-cupboard staples, as well as meat and fish on our fresh food counters to make a real difference to our customers’ baskets.
“In addition to this investment in price we’re constantly looking at new ways to offer customers great value such as free coffee, money-off vouchers, and lowering prices when costs fall as inflation comes down. In January, we offered over 1,000 promotions in our ‘Great Savings’ campaign, we’ve already lowered the prices of nearly 200 branded products this year, and our £20 Valentine’s Meal Deal offers amazing value (up to £19.40¹of potential savings) with more choice than ever before.”
Example of price cuts
| Product | Old Price | New Price | % Reduction |
| British Lamb Hind Shanks - sold on our meat counters | £15.00 per kg | £12.50 per kg | 16% |
| Waitrose Soup Mix 500g | £1.20 | £1.00 | 16% |
| Waitrose Essential Frozen Crinkle Cut Oven Chips 900g made from British potatoes from selected growers | £2.00 | £1.75 | 13% |
| Essential Breaded British, Higher Welfare Chicken Goujons 270g | £2.80 | £2.50 | 10% |
| Essential Hot Cross Buns x4 | £1.10 | £1.00 | 9% |
| Essential Red Kidney Beans in Chilli 395g tin | £1.10 | £1.00 | 9% |
| Waitrose Casarecce pasta 500g, made in Italy with durum wheat semolina | £1.90 | £1.75 | 8% |
| Waitrose Passata with Basil made with Italian vine ripened tomatoes 680g | £1.35 | £1.25 | 7% |
| Small white baguette | 80p | 75p | 6% |
| Waitrose Skimmed Filtered Milk 2 Litres - from free range cows. Waitrose is the only UK supermarket to source all of its fresh milk from free range cows | £2.00 | £1.90 | 5% |
| Waitrose Essential Wholegrain Sultana Bran 750g | £2.10 | £2.00 | 4.8% |
Notes to Editors
1news release on Valentine's Meal Deal
