Waitrose is investing £20m to cut prices on more than 370 everyday products, with reductions averaging 11 per cent and savings of up to 37 per cent.
The latest cuts cover fresh food, store cupboard staples and household products, such as porridge oats, bread, potatoes, apples and orange juice which have been reduced by 20 per cent or more.
More than half, or 56 per cent, of the reduced products are from the Essential Waitrose range in a bid for the grocery retailer to maintain its existing standards for responsible sourcing and animal welfare.
Waitrose said the latest investment takes its total spending on its New Lower Prices programme to more than £180 million, with prices reduced on more than 1,000 products since the programme began in 2023.
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The retailer added that the previous round of cuts, covering 160 products in May 2026, resulted in a 4 per cent year-on-year increase in sales across those lines.
“September is a reset moment for households across the country,” said Waitrose chief customer officer Nathan Ansell.
“As families get back to their regular routines, we know customers are looking for ways to make their weekly shop work harder for their budgets.
“That’s why we’re investing £20m to lower the price of more than 370 everyday products, from breakfast and lunchbox staples to the ingredients people rely on for family meals.
“For Waitrose, great value has always meant more than simply a low price. It means exceptional quality, responsible sourcing and market-leading animal welfare too. We’re making everyday food more affordable while maintaining the standards our customers expect from us.”
Waitrose price cuts
|
Product |
Was |
Now |
Saving |
|
Waitrose Essential Porridge Oats, 1kg |
£1.25 |
£1.00 |
20% |
|
Waitrose Super Soft White Medium Loaf, 800g |
£1.00 |
£0.80 |
20% |
|
Waitrose Essential Pure Orange Juice, 1l |
£2.00 |
£1.60 |
20% |
|
Waitrose Essential Beef Rump Steak, 230g |
£5.75 |
£4.95 |
14% |
|
Waitrose Free Range Pork 5% Fat Lean Mince, 500g |
£4.55 |
£3.75 |
17% |
|
Waitrose Essential British Chicken Wings, 475g |
£2.00 |
£1.75 |
12% |
|
Waitrose Conference Pears, four pack |
£2.50 |
£2.00 |
20% |
|
Waitrose Maris Piper Potatoes, 2kg |
£2.20 |
£1.90 |
13% |
|
Waitrose Perfectly Ripe Avocados, two pack |
£1.90 |
£1.60 |
15% |
|
Waitrose Essential Mature British Cheddar, 550g |
£4.00 |
£3.50 |
12% |
Currently, Waitrose is the financial powerhouse of the John Lewis Partnership, as its department store sister battles tougher trading conditions and presses ahead with an £800m transformation programme.
The grocery arm of the company generated £256m in adjusted operating profit in the year to 31 January, more than four times the £58m delivered by John Lewis, despite both businesses growing sales.
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1 Comment. Leave new
Does this make them competitive with Aldi and Lidl ?