Waitrose invests £30m in slashing prices on hundreds of products

The retailer said the “investment comes across 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”.

Products across Essential and Duchy Organic will be cut by 8% on average, with dairy, fish, meat and poultry, ready meals and frozen lines being cut by 10% on average.

Waitrose executive director James Bailey 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 with more choice than ever before.”