Waitrose has initiated a £20 million investment plan to assist customers in saving money by reducing prices on more than 160 of its own-brand products. The price cuts, effective immediately, average 12%, with select items experiencing reductions exceeding 25%.
Among the items receiving price reductions are everyday essentials like free-range eggs, onions, chicken thighs, apples, frozen peas, chickpeas, and chopped tomatoes. Nearly half (47%) of the discounted products belong to the Essential Waitrose range. This action represents the ninth round of New Lower Prices since 2023, bringing Waitrose’s total investment to £162.5 million across over 1,000 products.
Nathan Ansell, Chief Customer Officer at Waitrose, highlighted the importance of maintaining quality while offering savings. He stated, “Customers are mindful of their spending habits but do not wish to compromise on the quality of their food. This investment aims to provide our customers with savings on frequently purchased items without compromising the expected Waitrose quality.”
Savings are applicable to a wide range of products, including fresh and frozen foods, pantry staples, and household items, both in Waitrose stores and online. In other supermarket news, grocery price inflation has shown a slowdown, with prices rising by 3.1% year-on-year in May, down from 3.8% in April and 4.3% in March, as reported by Worldpanel by Numerator. Shoppers have increasingly relied on promotions, with 30.3% of sales involving deals last month, up from 28.4% a year ago, while spending on full-priced items saw minimal growth at 0.1%.
