Waitrose reveals further price cuts amid £100m investment

Waitrose has cut the prices of over 200 everyday supermarket items as part of the retailer’s £100m investment to lower customer’s bills. 

The price cuts, which can be found in every aisle and include cupboard staples from butter and tomato ketchup to Fairtrade caster sugar, are now at least 10% cheaper. 

According to the supermarket chain, the price cuts have been made “without compromising on exceptional quality or Waitrose values”, which includes sourcing higher welfare meat and commitments to British farmers.

The retailer’s price slashing announcement is the second time it has lowered hundreds of prices this year. In February, it cut prices on more than 300 products at the start of a “record” £100m investment, which reportedly attracted new customers to the retailer.

In addition to its investment in prices, the ‘Essential Waitrose’ range of over 900 products is the largest value range of any UK supermarket.

Charlotte Di Cello, commercial director for Waitrose, said: “We’re investing millions in lowering the prices of everyday food across our aisles so customers benefit every time they shop with us. 

“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.”

She added: “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.”