Waitrose announced it is lowering the prices of over 200 of its most popular own-label products by an average of more than 15 per cent.
The cuts quickly follow the John Lewis Partnership’s Plan, announced on Friday, which pledged to give affordable quality to customers.
The price cuts will apply across a range of everyday items, from meat to fresh fruit and vegetables.
Around half the prices being reduced will be from the Essential Waitrose range - renowned for offering value without compromise. The range has seen a sales uplift of nearly 10 per cent during lockdown.
James Bailey, Executive Director at Waitrose, said: “This year has been incredibly challenging for consumers and we know times are tough for many, so we’re reducing prices to provide our customers with great value on the items they buy most.
“Despite offering lower prices - we’re maintaining the quality, high welfare and ethical sourcing that we’re renowned for, so shoppers can spend less without compromising on what they value.”
The price cuts will be accompanied by a new marketing campaign throughout Waitrose shops and on Waitrose.com, communicating the lower prices to customers.