Waitrose has launched a £20million price-cutting campaign that will see more than 160 own-brand products reduced in cost as supermarkets compete for increasingly price-conscious shoppers.
The retailer said the reductions came into effect from today and cover a wide range of everyday grocery essentials across fresh food, frozen products and cupboard staples.
Waitrose said the initiative would lower prices by an average of 12 per cent across the selected items.
Some products will see reductions of up to 75p.
The supermarket confirmed nearly half of the discounted products come from its Essential Waitrose range, which focuses on lower-cost everyday groceries.
Among the products receiving price cuts are free-range eggs, unsalted butter, chopped tomatoes, frozen garden peas and tomato ketchup.
One of the largest reductions applies to a 120g bag of baby spinach, which has fallen from £1.60 to £1.10.
The change represents a 31 per cent reduction.
British chicken thighs have been reduced from £3.95 to £3.20 per kilo. A six-pack of free-range white eggs has fallen from £1.50 to £1.30.
Waitrose cuts prices on 160 products in £20million bid to attract shoppers
| GETTYUnsalted butter has been reduced by 25p to £2.00, while chopped tomatoes now cost 55p a tin.
The offers are available both online and in Waitrose stores.
Nathan Ansell, Waitrose chief customer officer, said the supermarket recognised customers were continuing to monitor household spending closely.
He said: "Customers are watching what they spend, but they don't want to compromise on the food they buy".
He added that the investment aimed to help customers save money on frequently purchased products while maintaining product quality.
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The price of eggs have dropped
|GETTY
Mr Ansell said: "We know our customers – the Food Lovers who shop with us – want to feel confident in the food they buy, without compromising on what matters to them".
The latest price reductions come during a difficult period for the grocery sector as supermarkets compete for market share amid weaker consumer spending.
Industry data showed supermarket till sales increased by just 0.2 per cent during the three weeks to mid-May, marking the slowest growth recorded so far this year.
Waitrose has invested heavily in lowering prices in recent years as it seeks to compete more aggressively with rivals including Marks & Spencer and Ocado.
Since 2023, the retailer has spent around £140million on price reductions.
Despite the investment, Waitrose’s grocery market share has remained stable at 3.8 per cent.
Marks & Spencer has continued to grow its food business over the past year, increasing grocery market share to 4.1 per cent after achieving almost 12 per cent annual growth in food sales.
The retailer has also announced plans to expand its food business further through additional and larger stores.
New John Lewis chairman Jason Tarry has separately committed £1billion towards upgrading Waitrose branches and expanding the supermarket’s store network.