Waitrose has announced significant price reductions on more than 370 everyday products across its UK stores, adhering to a £20 million commitment aimed at making essential items more affordable. On average, prices have been lowered by 11%, with some products now available at up to 37% cheaper than before.
The reductions cover a wide range of household staples such as bread, porridge oats, orange juice, potatoes, rice, apples, and tomatoes. These new prices are applicable both in-store and online.
A majority of the discounted items-56%-belong to Waitrose’s budget-conscious Essential Waitrose range. For example, a 1kg bag of Essential Waitrose porridge oats has dropped from £1.25 to £1, while the 800g Super Soft White Medium Loaf is now priced at 80p instead of £1.
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Other notable cuts include a 20% reduction on Essential Waitrose Pure Orange Juice, now costing £1.60 for a one-litre carton, as well as savings of 80p on beef rump steak and free-range pork mince, and 50p off a four-pack of Conference pears.
These price adjustments span fresh produce, store-cupboard basics, and household items frequently purchased for breakfasts, lunchboxes, and family meals. Waitrose reports that 70% of the discounted foods meet official ‘healthier choice’ standards, featuring over 100 fibre-rich products and more than 60 high-protein options.
The supermarket has noted a surge in customer interest in nutritious foods, with online searches for ‘high protein’ items increasing by 112% year-on-year, and ‘high fibre’ products searches climbing by 51%.
Since the launch of its New Lower Prices programme in 2023, Waitrose has invested over £180 million and cut prices on more than 1,000 products.
Nathan Ansell, chief customer officer at Waitrose, commented: “September marks a crucial time for households returning to their routines. We recognise that customers are seeking ways to stretch their weekly budgets. Our £20 million investment lowers prices on over 370 everyday products-from breakfast and lunchbox essentials to ingredients for family meals.
“At Waitrose, great value encompasses more than just low prices; it means maintaining exceptional quality, responsible sourcing, and leading animal welfare standards. We are committed to making everyday food more affordable while upholding the standards our customers expect.”