- Prices cut by an average of 12% on more than 160 own brand lines
- Ninth round of New Lower Prices since 2023, taking total investment to £162.5m across more than 1,000 products
- Helps customers get better value on everyday products, without compromising on quality, sourcing or welfare
Waitrose is investing over £20m to lower prices on over 160 of the most popular own brand products in customers’ everyday shop, cutting the cost of products bought by nearly 8 in 10 customers.
From today (27 May), prices have been reduced by an average of 12%, with some everyday items cut by more than 25%, across staples including free range eggs, onions, chicken thighs, apples, frozen peas and cupboard staples such as chickpeas and chopped tomatoes – ingredients many customers use to cook everyday meals at home.
The move marks the ninth round of New Lower Prices since 2023, taking Waitrose’s total investment to £162.5m across more than 1,000 products, as it continues to focus on helping customers manage the cost of their everyday shop while maintaining its market-leading standards on quality, sourcing and welfare.
The reductions have been focused on the products customers rely on most in their weekly shop, spanning fresh, frozen and cupboard staples, helping make a meaningful difference to how people cook and eat at home. Almost half (47%) of the reductions are on products from the Essential Waitrose range.
For Waitrose, value is about more than price: giving customers confidence in how their food is produced and sourced. This investment focuses on lowering the price of products customers buy most often, while continuing to uphold what they expect from Waitrose.
As the Home of Food Lovers, Waitrose knows its customers are increasingly savvy, looking to make savings where they need to, while still choosing food they love and trust. This investment is designed to support both, helping customers save on everyday products while continuing to choose food that reflects what matters to them.
Waitrose remains committed to its market-leading approach to animal welfare and responsible sourcing across its entire range, including lower-priced products. All reduced-price meat lines meet higher welfare standards, including the Better Chicken Commitment, reinforcing that lower prices do not mean lower standards.
Nathan Ansell, Waitrose Chief Customer Officer, said: “Customers are watching what they spend, but they don’t want to compromise on the food they buy.
“This investment is about doing the right thing for our customers, helping them save on the products they shop most often, while keeping the quality they expect from Waitrose.
“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.”
Savings are available across fresh and frozen food, store cupboard staples and household products in Waitrose shops and online.
The price cuts include:
| Product | Was | Now | Saving % |
| Waitrose Baby Spinach, 120g | £1.60 | £1.10 | 31% |
| Essential Waitrose Chickpeas, 400g | £0.95 | £0.70 | 26% |
| Essential Waitrose British Chicken Thighs, 1kg | £3.95 | £3.20 | 19% |
| Waitrose Onions (4 pack) | £1.55 | £1.30 | 16% |
| Essential Waitrose Free Range White Eggs (6 pack) | £1.50 | £1.30 | 13% |
| Essential Waitrose British Mini Apples (6 pack) | £1.30 | £1.00 | 23% |
| Essential Waitrose Frozen Garden Peas, 1kg | £2.20 | £2.00 | 9% |
| Essential Waitrose Chopped Tomatoes, 400g | £0.65 | £0.55 | 15% |
| Essential Waitrose Unsalted Butter, 250g | £2.25 | £2.00 | 11% |
| Essential Waitrose Tomato Ketchup, 445g | £1.00 | £0.90 | 10% |
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