Supermarket chain Waitrose is lowering the prices of 250 popular autumn products, marking the third round of cuts this year.

Starting 13 September, prices will be cut on everyday foods such as pasta, whole chicken, sausages and potatoes by 10% on average.

The latest round of price cuts, which will not compromise on quality, is part of Waitrose’s £100m ($124.61m) investment in lowering prices. 

In June this year, Waitrose reduced the prices of more than 200 everyday summer favourites, including British butter and tomato ketchup, Fairtrade golden caster sugar, British cocktail sausages, salads and ice cream.

In addition to the price cuts, the supermarket launched new meal deals this year, including its first lunchtime and steak and pizza meal deals.

Waitrose commercial director Charlotte Di Cello said: “Giving our customers good value for money is a priority and we continue to work hard to keep our prices low whilst maintaining our quality and supporting our fantastic farmers.

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“We’ll continue to deliver our market-leading quality, using our outdoor-bred pork, responsibly sourced fish, higher-welfare chicken and LEAF marque-certified British fruit and veg. The only thing that’s changing is the price, so customers can enjoy great value with no compromise.

“As well as lowering the prices of hundreds of products, we’re also passing on additional savings to our customers when the prices we pay fall due to food inflation dropping. We’ve already lowered the prices of dairy products, household goods like toilet paper and canned vegetables as a result of inflation falling on those items.”

Last month, another UK-based supermarket chain, Asda, invested £23m into reducing the prices of 425 branded and own-label products.