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Waitrose has committed to a record £100m in price cuts across hundreds of everyday products to help customers during the cost-of-living crisis.
The price cuts begin from today (15 February) on over 300 own-brand products, and nearly a quarter of prices are being cut by 20% or more.
The cuts include reducing the prices of nearly one third of its lowest priced own brand range ‘Essential Waitrose’, which has over 900 products, by on average 14%.
James Bailey, executive director for Waitrose, said: “We understand that getting value for money has never been more important for everyone. So we’re cutting the prices of hundreds of everyday favourites from carrots to butter, and tea and coffee, with many cut by 20% or more. This means our customers can enjoy greater value in every shop, and by lowering prices in our Essential range we’re making our lowest prices even lower.
“Although we’re cutting prices we won’t compromise our commitments to delivering excellent customer service, exceptional quality and the unique ranges we know our customers love; as well as our commitments to our farmers and suppliers which means customers can continue to feel good about shopping with us.”
He added: “Supporting our farmers is as important as supporting our customers. Last year alone, we paid our British beef, chicken, egg, milk, poultry and salmon farmers an additional £56m as a result of the increase in costs they were facing. We remain committed to buying British and to the highest animal welfare standards, not just for whole cuts of meat but in other products from sandwiches to stocks and mayonnaise.”
