Waitrose has reduced the prices of more than 370 everyday products as part of a £20 million investment.
The supermarket has cut prices by an average of 11%, with some items now costing up to 37% less.
Popular essentials including bread, porridge oats, orange juice, potatoes, rice, apples and tomatoes are among the products reduced.
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The new prices are available in Waitrose stores and online now, as reported by What’s The Jam?
More than half of the discounted products – 56% – come from the supermarket’s value-focused Essential Waitrose range.
A 1kg bag of Essential Waitrose porridge oats has dropped from £1.25 to £1, while its 800g Super Soft White Medium Loaf now costs 80p instead of £1.
Essential Waitrose Pure Orange Juice has also been reduced by 20%, falling from £2 to £1.60 for a one-litre carton.
Other savings include 80p off beef rump steak, 80p off free-range pork mince and 50p off a four-pack of Conference pears.
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Waitrose said the reductions cover fresh food, store-cupboard staples and household products regularly bought for breakfasts, lunchboxes and family meals.
The retailer said 70% of the food products included meet official “healthier choice” standards.
That includes more than 100 fibre-rich products and over 60 high-protein options.
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The supermarket said searches for “high protein” food on its website had risen by 112% year on year, while searches for “high fibre” products were up by 51%.
Waitrose has now invested more than £180 million in its New Lower Prices programme since it began in 2023.
Prices have been reduced across more than 1,000 products during that period.
Nathan Ansell, chief customer officer at Waitrose, said: “September is a reset moment for households across the country.
“As families get back to their regular routines, we know customers are looking for ways to make their weekly shop work harder for their budgets.
“That’s why we’re investing £20m to lower the price of more than 370 everyday products, from breakfast and lunchbox staples to the ingredients people rely on for family meals.
“For Waitrose, great value has always meant more than simply a low price.
“It means exceptional quality, responsible sourcing and market-leading animal welfare too.
“We’re making everyday food more affordable while maintaining the standards our customers expect from us.”
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