The new price cuts cover hundreds of fresh and frozen products and store cupboard staples. Credit: © John Lewis Partnership Plc.

British supermarket chain Waitrose has announced a significant £30m investment to reduce prices on hundreds of its own-brand products.  

From 14 February 2024 more than 200 product lines, including fruit, British meat, vegetables and store cupboard essentials, will see price reductions.  

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The move is part of the company’s broader strategy to offer customers better value without compromising on quality.

The price cuts, averaging 8%, will encompass products from both the Essential and Duchy Organic ranges.  

Dairy, fish, meat, poultry, ready meals and frozen items will see an average price reduction of 10%.  

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The initiative follows previous price reductions on 200 branded items by an average of 8% early in 2024. 

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Waitrose operates a network of 329 shops across England, Scotland, Wales and the Channel Islands.  

Waitrose executive director James Bailey 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.” 

In September 2023, Waitrose lowered the prices of 250 popular autumn products – the third round of cuts in that year.