Waitrose has reduced the price of more than 200 products including everyday items such as butter, tomato ketchup, and caster sugar, as well as salads and ice cream.
The move is a part of a £100 million investment announced earlier this year to improve its competitiveness and retain customers during the cost of living crisis. The supermarket stated that half of the products in the latest round of reductions are now at least 10 per cent cheaper.
“We’re investing millions in lowering the prices of everyday food across our aisles so customers benefit every time they shop with us,” said Charlotte Di Cello, Commercial Director for Waitrose.
“But it’s summer, so our customers are telling us they also want delicious treats for picnics and barbecues to be more affordable, so we’ve lowered the prices of British double cream, ice cream, ice lollies, and meringues made with free range eggs.
“We’ve made these cuts with absolutely no compromise on the high quality, high welfare, and delicious recipes our customers expect from us.”
“We’ll still react to any drops in food inflation and pass on savings to our customers as soon as the prices we pay begin to fall, and we’ll continue to pay farmers a fair price for their products too,” Di Cello added.
In February, Waitrose cut prices on more than 300 products with the move claimed to have helped the chain attract new customers. In recent weeks, leading supermarkets in the UK have been cutting the price of everyday items such as milk, bread, sunflower oil, and pasta to reflect falling commodity costs.
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