Retailer is spending £100m on cutting prices on a range of own-label staples

A number of fresh produce items are among over 300 products to be reduced by Waitrose.

The supermarket announced it is committing a record £100m to lower the prices of hundreds of everyday products, which it said would make it easier for customers to keep buying quality products when household budgets are under pressure.  

The price cuts, which begin on 15 February, are focused on over 300 own-brand products, including British carrots and frozen peas. Nearly a quarter of prices are being cut by 20 per cent or more. 

The cuts include reducing the prices of nearly one third of the retailer’s lowest-priced own-brand range ‘Essential Waitrose’ by an average 14 per cent. On average customers buy more than four Essential items each time they shop. 

Among the discounts, Waitrose Essential Savoy cabbage is being reduced by 20p to 70p, while a kilo of British carrots is 10p off at 50p.

James Bailey, executive director at 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 per cent 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.

Waitrose also pointed out it has been helping farmers during challenging times. “Supporting our farmers is as important as supporting our customers,” Bailey added.