Waitrose has announced a major price reduction on more than 370 everyday products as part of a £20 million investment to support customers. The retailer has cut prices by an average of 11%, with some items now up to 37% cheaper than before.
The price adjustments cover a wide range of household staples, including bread, porridge oats, orange juice, potatoes, rice, apples, and tomatoes. These lower prices are available both in Waitrose branches and online.
More than half (56%) of the discounted items belong to the budget-friendly Essential Waitrose line. For example, a 1kg bag of Essential Waitrose porridge oats has been reduced from £1.25 to £1, while the 800g Super Soft White Medium Loaf is now priced at 80p, down from £1.
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Other notable reductions include the Essential Waitrose Pure Orange Juice, which has dropped by 20%, from £2 to £1.60 per litre. Additionally, beef rump steak and free-range pork mince have been cut by 80p each, and a four-pack of Conference pears is now 50p cheaper.
Waitrose emphasised that the price cuts span fresh foods, staple store-cupboard items, and household essentials frequently used in breakfasts, lunchboxes, and family meals. Impressively, 70% of the discounted food products meet official “healthier choice” standards, encompassing over 100 fibre-rich options and more than 60 high-protein alternatives.
The retailer has observed a significant rise in customer interest, noting a 112% increase in online searches for “high protein” foods and a 51% increase for “high fibre” products compared to the previous year.
Since launching its New Lower Prices programme in 2023, Waitrose has invested over £180 million and lowered prices on more than 1,000 products.
Nathan Ansell, Waitrose’s chief customer officer, commented: “September is a reset moment for households across the country. As families return to their regular routines, we recognise that customers need their weekly shops to stretch further.
“Our £20 million investment to reduce prices on more than 370 everyday items-from breakfast and lunchbox staples to key ingredients for family meals-reflects this understanding.
“At Waitrose, delivering great value means more than just offering lower prices. It also involves maintaining exceptional quality, responsible sourcing, and leading standards in animal welfare.
“We’re committed to making everyday food more affordable without compromising the standards our customers expect.”