Reductions are across a range of everyday staples, including fruit and veg

Waitrose has announced a further £30m of price cuts on hundreds of everyday own-brand products.

Waitrose is lowering prices

Waitrose is lowering prices

The price cuts began this week and are targeted at over 200 lines including British meat, fruit and vegetables, store-cupboard staples and products sold on the fresh food counters, with more reductions set to follow this spring.

Products including Essential and Duchy Organic lines are being lowered by 8 per cent on average, with dairy, fish, meat and poultry, ready meals and frozen lines being lowered by 10 per cent on average.

James Bailey, executive director for Waitrose, said: “This £30m investment in new lower prices demonstrates our continued commitment to offering our customers the best value for money without compromising our unique, high-quality food sourced to industry leading animal welfare standards.

“We’ve chosen to lower the prices of hundreds of popular products including fresh, frozen and store-cupboard staples, as well as meat and fish on our fresh food counters to make a real difference to our customers’ baskets.

“In addition to this investment in price we’re constantly looking at new ways to offer customers great value such as free coffee, money-off vouchers, and lowering prices when costs fall as inflation comes down.”