Ocado Retail is slashing prices under its latest Big Price Drop scheme.
Posting on LinkedIn, the online grocer said it was cutting the prices of more than 450 products by an average of 17%.
The retaler insisted this was one of the ways it was “continuing to offer reassuringly good value” for customers.
The announcement comes shortly after Ocado Retail boss Hannah Gibson claimed it had reduced prices to become a “supermarket for all,” despite its reputation as an upmarket grocer.
Speaking to The Sunday Times last month, she said the retailer had lowered its prices over the last 18 months, and that it now catered to a “much broader range of people”.
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Gibson admitted Ocado had previously been “perceived as expensive” and that it “needed to address” its prices.
She explained: “We did need to bring them down and we have done that over the last 18 months.”
The comments come after Ocado Retail slashed 3,800 of its prices in five sets of price cuts over the past year across its branded, own-brand and M&S items.
The supermarket narrowed its losses in its latest half-year results as it capitalised on more shoppers opting to order their groceries online.
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