Waitrose has committed £10m to reduce prices on 250 premium products.
- This initiative is part of a broader £140m investment in price cuts over 18 months.
- This marks the sixth instance of price reductions by Waitrose since early 2023.
- The new ‘Lower Prices’ campaign has benefitted nearly 1,400 products so far.
- Customers are encouraged to explore the organic products available during Organic Month.
Waitrose has taken a significant step in improving affordability for consumers by allocating £10 million to reduce the prices of nearly 250 products in its No.1 and Duchy organic ranges. This investment is the latest phase in Waitrose’s ongoing commitment to delivering better value, which has seen a total of £140 million spent on price reductions over the last year and a half.
The retailer’s recent strategy is part of its ‘Lower Prices’ campaign, which has already impacted approximately 1,400 products, underscoring their dedication to maintaining competitive pricing.
This recent move is the sixth time Waitrose has implemented price cuts on a large scale since February 2023, reflecting its consistent efforts to offer customers value for money. Earlier initiatives in February and April saw reductions on over 400 weekly shop and own-brand items.
Highlighted products in this round of discounts include the No.1 White Sourdough Loaf, priced at £2.00 from £2.20, representing a 9.1% savings, and the Duchy Organic Basmati Rice, now £3.00, down from £3.40, an 11.8% reduction.
Waitrose’s commercial director, Charlotte Di Cello, noted the importance of the price cuts, particularly during Organic Month, by stating: “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.”
Additional discounted items encompass a variety of staple goods such as the No.1 Vintage Cornish Cheddar, reduced by 10.4%, and Duchy Organic Wholemeal Plain Flour with an 8.3% drop in price.
The emphasis on organic products aligns with an ongoing trend towards healthier, sustainable food choices, providing an opportunity for consumers to access quality items at lower prices.
Overall, Waitrose’s strategic initiative underscores its commitment to providing competitive prices and high-quality products.
