- Prices cut by an average of 11% on more than 370 everyday own-brand products, with savings of up to 37%
- Everyday staples including bread, porridge oats, potatoes and apples cut by 20% or more
- Price drops deliver savings without compromising on industry-leading standards across meat, dairy, eggs and fish
- Takes Waitrose’s investment in New Lower Prices to more than £180m across more than 1,000 products
UK shoppers can benefit from Waitrose quality and values at even lower prices from today (Wednesday 16 September).
The grocer is lowering prices by an average of 11% across hundreds of fresh food, store cupboard staples, and household products.
Crucially, every price drop maintains Waitrose’s industry-leading standards for responsible sourcing and higher animal welfare. Waitrose is the only retailer with 100% free-range eggs, milk, cream and fresh pork, 100% British beef and lamb, and responsibly sourced fish across its own ranges.
Waitrose is also the only UK retailer where all its own brand chicken - fresh, frozen, processed and ingredient - meets Better Chicken Commitment standards or higher. This means we source all our chicken from British farms that raise a slower-growing breed, with more space to peck, roost and roam.
The savings cover everyday items customers buy regularly for breakfast, lunchboxes, and family meals, with reductions of 20% or more on products including porridge oats, bread, and orange juice, alongside potatoes, rice, apples, and tomatoes. More than half (56%) of the reduced products come from the value-focused Essential Waitrose range.
The latest investment takes Waitrose’s total investment in its New Lower Prices programme to more than £180m, with prices reduced across more than 1,000 products since the programme began in 2023.
And there is evidence that customers are responding. The previous round of New Lower Prices (May 2026) delivered a 4% year-on-year increase in sales across the 160 reduced lines, while Waitrose achieved its highest-ever Net Promoter Score for value for money1.
The latest price cuts also reflect changing customer priorities around eating well. Waitrose.com search data shows searches for ‘high protein’ foods have increased by 112% year-on-year2, while searches for ‘high fibre’ foods have increased by 51%3.
In response, 70% of the new reduced food lines meet official ‘healthier choice’ standards4, including more than 100 fibre-rich products and more than 60 high-protein options.
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 £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.”
The price cuts are available in Waitrose shops and online from Wednesday 16 September.
The price cuts include:
|
Product |
Was |
Now |
Saving |
|
Waitrose Essential Porridge Oats, 1kg |
£1.25 |
£1.00 |
20% |
|
Waitrose Super Soft White Medium Loaf, 800g |
£1.00 |
£0.80 |
20% |
|
Waitrose Essential Pure Orange Juice, 1l |
£2.00 |
£1.60 |
20% |
|
Waitrose Essential Beef Rump Steak, 230g |
£5.75 |
£4.95 |
14% |
|
Waitrose Free Range Pork 5% Fat Lean Mince, 500g |
£4.55 |
£3.75 |
17% |
|
Waitrose Essential British Chicken Wings, 475g |
£2.00 |
£1.75 |
12% |
|
Waitrose Conference Pears, four pack |
£2.50 |
£2.00 |
20% |
|
Waitrose Maris Piper Potatoes, 2kg |
£2.20 |
£1.90 |
13% |
|
Waitrose Perfectly Ripe Avocados, two pack |
£1.90 |
£1.60 |
15% |
|
Waitrose Essential Mature British Cheddar, 550g |
£4.00 |
£3.50 |
12% |
For media enquiries, please contact: [email protected] or 07792 591035
Notes to Editors
Images available to download here.
Net Promoter Score is a metric of customer advocacy and sentiment within our target audiences, representing the net percentage of customers likely to recommend the brand.
1 Waitrose.com and app search data, August 2026
2 Waitrose.com and app search data, August 2026
3 Healthier is defined by the 04/05 Nutrient Profile Model. Stat excludes non food items.
4 New Lower Prices apply to selected lines. Subject to availability. Prices may vary in Channel Islands, Little Waitrose & Partners and concessions. Minimum online spend and delivery charges apply.
These lower prices in no way affect the price paid to farmers. Waitrose is committed to paying a fair and sustainable price to our farmers and growers and this investment comes from our own margin.
About Waitrose
Waitrose is the Home of Food Lovers, serving customers with exceptional quality products and expert service.
Part of the John Lewis Partnership - the UK’s largest employee-owned business - Waitrose has over 320 shops and a strong online business. It also has agreements with brands like Welcome Break and Shell, further bolstering its local footprint.
It works closely with British farmers and suppliers, and is a market-leader for animal welfare and responsible sourcing - using sustainable farming methods, including on its very own farm, the Leckford Estate.
Waitrose holds a Royal Warrant as Grocer and Wine & Spirits Merchant to His Majesty King Charles III.
