Passing On Savings Where Possible


Waitrose has cut the prices of over 200 everyday summer favourites as part of a £100m investment to lower customers’ bills.

The new lower prices are in every aisle and include cupboard staples from British butter and tomato ketchup to Fairtrade golden caster sugar and British cocktail sausages, salads and ice cream for summer barbecues and picnics.

Half of these products are now at least 10 percent cheaper. The price cuts have been made without compromising exceptional quality or Waitrose values, including sourcing higher welfare meat and commitments to British farmers.

This is the second time Waitrose has lowered hundreds of prices this year. The retailer cut prices on more than 300 products in February at the start of a record £100m investment. This move has already attracted new customers to shop with us.

Charlotte Di Cello, Commercial Director for Waitrose, said the retailer was investing millions in lowering the prices of everyday food across its aisles so that customers benefit every time they shopped.

“But it’s summer, so our customers are telling us they also want delicious treats for picnics and barbecues to be more affordable, so we’ve lowered the prices of British double cream, ice cream, ice lollies, and meringues made with free range eggs,” said Di Cello.

“We’ve made these cuts without compromising the high quality, high welfare, and delicious recipes our customers expect from us.”

Di Cello continued that Waitrose will still react to any drops in food inflation and pass on savings to its customers as soon as the prices it pays begin to fall, and it would continue to pay farmers a fair price for their products too.

In addition to its price investment, the Essential Waitrose range of over 900 products is the most significant value range of any UK supermarket.