Waitrose Invests £20m To Cut Prices On Fresh Produce And Everyday Staples

Waitrose has announced a new £20 million investment aimed at reducing the cost of everyday grocery essentials, including a range of fresh produce lines, as retailers continue to respond to ongoing pressure on household budgets.

Image: John Lewis Partnership

The latest round of price reductions covers more than 160 own-brand products, with prices falling by an average of 12%. Key fresh produce categories feature prominently in the move, including onions, mini apples, baby spinach and frozen peas, alongside other staple food items such as eggs, chicken, chickpeas and chopped tomatoes.

According to Waitrose, the initiative represents its ninth round of “New Lower Prices” since 2023, bringing its total investment in price reductions to £162.5m across more than 1,000 products.

For the fresh produce sector, the announcement highlights the growing importance of balancing affordability with sourcing standards at a time when consumers remain highly price conscious but continue to expect quality, provenance and sustainability credentials.

Among the reductions announced are Essential Waitrose British Mini Apples, which fall from £1.30 to £1.00, Waitrose Onions from £1.55 to £1.30, and Waitrose Baby Spinach from £1.60 to £1.10.

Waitrose said the cuts are focused on products that form part of customers’ regular weekly shop and are intended to support households without compromising the retailer’s standards on sourcing, quality and welfare. The company stressed that lower prices do not mean lower standards, maintaining its commitment to British suppliers, responsible sourcing and market-leading animal welfare requirements.

Nathan Ansell, Chief Customer Officer at Waitrose, said customers are increasingly looking for ways to manage spending while continuing to buy food they trust.

The investment comes as Waitrose continues to strengthen its food business through its “Home of Food Lovers” strategy, which has helped drive customer growth and increased sales across the retailer’s grocery operations.

For growers and suppliers, the move reflects the continued competitive pressure within UK grocery retailing, where supermarkets are seeking to demonstrate value while maintaining support for British agriculture and long-term supply partnerships.

Waitrose says it continues to work closely with British farmers and suppliers and remains committed to responsible sourcing throughout its fresh food supply chain.