Waitrose has cut the price of more than 200 own-brand items as part of a £30m investment into delivering better value for customers.
The upmarket grocer has lowered the price of hundreds of products from its Essential and Duchy Organic brands by 8% on average, with dairy, fish, meat and poultry, ready meals and frozen lines reduced by an average of 10%.
Waitrose said the price cuts will be followed by another round in the Spring.
The supermarket’s executive director James Bailey: “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.
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“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.”
Last week, it emerged that the supermarket chain’s owner John Lewis Partnership had agreed to a £125m deal to sell 11 of its stores to investment firm M&G.
The business will leaseback the supermarkets, which are predominantly located in the south of England, on 20-year inflation-linked contracts.
The deal comes as the partnership is looking to raise additional cash to fund its turnaround plan, which suffered a two-year setback due to inflationary pressures.
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