Overview
- Waitrose announced on Wednesday that it has cut prices on more than 160 own-brand products as part of a new £20 million investment.
- The changes take effect in stores and online immediately and average around a 12% reduction with some items cut by more than 25%.
- Nearly half of the reductions, about 47%, focus on the lower-cost Essential Waitrose range and target everyday staples such as eggs, butter, chopped tomatoes and frozen peas.
- Waitrose released example price moves that include baby spinach down from £1.60 to £1.10 and British chicken thighs from £3.95 to £3.20 per kilo.
- The move continues a multi-year 'New Lower Prices' programme since 2023 but outlets report different cumulative totals for that scheme and industry data show supermarket price inflation is easing, which may increase promotional pressure across the sector.