Waitrose has announced a significant investment aimed at reducing prices on select premium and organic products.
- The retailer’s £10 million initiative is the first phase in a comprehensive price reduction strategy.
- Approximately 250 items, including favourites, will see decreased prices, enhancing value for consumers.
- This adjustment is part of a broader £140 million investment in price cuts over the past 18 months.
- The price reductions align with the celebration of Organic Month in September.
Waitrose has introduced a substantial price reduction across nearly 250 products within its No.1 and Duchy organic ranges. Utilising a £10 million investment, this marks the commencement of a strategic initiative aimed at making premium items more affordable for its customers.
In recent months, Waitrose has allocated a total of £140 million towards cutting prices, demonstrating its commitment to providing better value and supporting consumer purchasing power. This marks the sixth reduction since early 2023, reflecting a consistent effort to align prices with market demands.
Highlighted among the products benefiting from this price reduction are the No.1 white sourdough loaf, which now costs £2.00 after a 9.1% decrease, and the No.1 vintage Cornish cheddar, reduced by 10.4% to £3.00. Other items include the Duchy organic basmati rice, now £3.00 following an 11.8% cut.
In a recent statement, Charlotte Di Cello, the commercial director at Waitrose, emphasized the significance of these reductions. “This latest investment in prices will include a large number of products across No.1 and our Organic Duchy ranges which we know our customers love,” she noted, underlining the alignment with Organic Month.
This initiative also forms part of Waitrose’s ‘Lower Prices’ campaign, which, to date, has successfully reduced prices on nearly 1,400 products, reinforcing its strategic focus on providing competitive pricing across various categories.
Waitrose’s latest price cuts underscore its ongoing commitment to affordability and customer satisfaction.
