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.  

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%.  

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.