Waitrose has committed £10m to lower prices on nearly 250 products within its No.1 and Duchy Organic ranges, continuing its efforts to offer premium quality at reduced costs.
- In the initial phase, significant price reductions have been made on more than 80 No.1 and 45 Duchy products, such as cheese, croissants, and pork joints.
- Highlighted products include No.1 Vintage Cornish Cheddar and Duchy Organic Basmati Rice, which have seen notable price cuts.
- This development marks the sixth price reduction initiative by Waitrose since early 2023, totalling an investment of £140m in affordability.
- The campaign, dubbed ‘New Lower Prices’, has achieved an overall price reduction of over 7% across 1,400 products.
Waitrose has announced a substantial financial commitment of £10m towards reducing prices across its premium No.1 and Duchy Organic ranges, impacting nearly 250 products. This move is part of a broader campaign aimed at making high-quality groceries more accessible to consumers.
In the initial phase, a considerable variety of products have benefited from price reductions. Customers can now purchase No.1 Vintage Cornish Cheddar for £3.00, down from £3.35, and No.1 Free Range Pork Spare Ribs for £9, previously priced at £10. Additionally, Duchy Organic Basmati Rice now costs £3, reduced from £3.40. These reductions are part of an effort to enhance value without compromising quality.
The campaign marks Waitrose’s sixth strategic price cut since February 2023. During this period, the supermarket has invested a total of £140m to lower prices, reinforcing its commitment to providing value for money. The initiative reflects Waitrose’s understanding of consumer preferences and the need for affordability in premium grocery shopping.
Overall, the ‘New Lower Prices’ campaign has resulted in price reductions of over 7% across approximately 1,400 products, further exemplifying the retailer’s dedication to price competitiveness. Charlotte Di Cello, Waitrose’s commercial director, highlighted the importance of offering exceptional flavours and ingredients while ensuring these products remain accessible to their ‘food-loving customers’.
The ongoing campaign also aligns with celebrations of Organic Month, providing an opportune moment for customers to explore the Duchy Organic range at more affordable prices. This strategic move not only caters to current market demands but also encourages a broader consumer base to experience premium organic products.
Waitrose continues to prioritise affordability in its premium offerings with this significant price reduction initiative.
