Waitrose invests over £20m in own-brand price cuts

The price cuts will be across customers’ everyday shop, with prices reduced on items bought by nearly eight in 10 customers.

Prices have been lowered by an average of 12%, with some cuts deepening by more than 25%. 

Waitrose 120g Baby Spinach has reduced 31% from £1.60 to £1.10, a six-pack of Essential Waitrose British Mini Apples has been cut 23% from £1.30 to £1, and 4kg of Essential Waitrose British Chicken Thighs have gone down 19% from £3.95 to £3.20.

It is Waitrose’s ninth round of ‘new lower prices’ since 2023, taking its investment to £162.5m across over 1,000 products.

The retailer added that 47% of the reductions are on products from the Essential Waitrose range.

The investment is said to support customers in saving money on everyday products while continuing to choose food that matters to them.

Waitrose chief customer officer Nathan Ansell said: “Customers are watching what they spend, but they don’t want to compromise on the food they buy.

“This investment is about doing the right thing for our customers, helping them save on the products they shop most often, while keeping the quality they expect from Waitrose.

“We know our customers – the Food Lovers who shop with us – want to feel confident in the food they buy, without compromising on what matters to them.”