Waitrose is investing £20m to lower the cost of the weekly shop, cutting prices by an average of 11% across more than 370 everyday own-brand products—including staples like bread, porridge oats, potatoes, and apples by 20% or more. Available in-store and online from Wednesday 16 September, over half of the discounted items belong to the Essential Waitrose range, with 70% meeting official ‘healthier choice’ standards to support high-protein and high-fibre diets. 

As temperatures drop, Waitrose shoppers are trading summer salads for mixing bowls, getting a remarkably early start on their festive baking. Driven by a desire for comfort cooking and early holiday prep, sales of mincemeat have surged by 365% and marzipan by 88%, alongside a 44% rise in ready-rolled icing. Online interest is equally high, with Waitrose.com seeing searches for Christmas pudding recipes skyrocket by 900%, Stollen by 388%, and homemade mince pies by up to 500%. 

Waitrose is proud to be a founding brand partner for The Amol Rajan Connection, a fresh, modern media platform launching across LinkedIn, TikTok, Threads, Instagram, and YouTube Shorts. Built around people, ideas, and future opportunities, the platform will spotlight an exceptional lineup of guests diving into crucial topics close to our hearts, including sustainability, food quality, and British farming.

In September, Waitrose launched a UK supermarket-first, Wellbeing Bays across 52 shops, on Waitrose.com, and via on-demand delivery, making it easier than ever to integrate premium wellness into the weekly grocery shop. Customers can explore nine trend-led UK brands—including direct-to-consumer favorites like Ancient + Brave, Hunter & Gather: and NutriBurst—with smaller pack sizes and exclusive debuts that let shoppers try top-tier supplements without committing to a full subscription.

We've launched some new, exciting products at Waitrose this month including new launches from Symplicity and Picoso.

Every bottle of Waitrose own-brand fresh milk now features a new 'Championing Regenerative Farming' logo, a supermarket first that puts nature-friendly practices right on your kitchen table. We already guarantee 100% free-range milk and cream across our standard range, with 40 dedicated British dairy farms turning their herds out to graze on lush pastures for at least 183 days a year. Now, our farmers are taking things a step further. From planting shelter-providing trees directly in grazing fields (agroforestry) to growing cover crops that protect living soil and lock in carbon. 

Miso is officially taking over British kitchens, swapping its niche status to become the ultimate modern stock cube. Driven by a craving for gut-friendly fermented foods and instant umami depth, Waitrose shoppers are embracing this versatile pantry staple, driving site searches for miso up by an extraordinary 457% compared to last year. Sales of convenient 'grab-and-go' miso sachets have nearly doubled in the last six months alone, offering a hassle-free shortcut to rich, complex flavor without hours of simmering. 

Waitrose is taking another bold step toward ending exploitation in the cocoa industry by significantly expanding its partnership with Tony's Open Chain. Waitrose has increased its cocoa bean purchases through the initiative by 53%, transitioning over half of its seasonal chocolate lines and its own-label boxed chocolates to the Tony's Open Chain Mass Balance sourcing model. This expanded commitment helps ensure cocoa farmers in Ghana and Côte d'Ivoire receive a Living Income Reference Price alongside Fairtrade certification, supporting long-term financial security, traceable beans, and stronger local cooperatives.

Our No.1 Smoked Pancetta Spaghetti Carbonara is topped with a rich, indulgently creamy sauce made with double cream, Parmesan and mascarpone, seasoned with black pepper. It's finished with air dried, smoked pancetta and shavings of 12 month matured Parmigiano Reggiano PDO.