Waitrose has further invested £10m to reduce prices across its premium products.
- The initiative includes significant price reductions in the No.1 and Duchy Organic ranges.
- Key products like No.1 Vintage Cornish Cheddar and Duchy Organic Basmati Rice see price cuts.
- This is the sixth price cut by Waitrose since February 2023.
- The supermarket aims to provide high-quality products at more accessible prices.
Waitrose has announced a strategic investment of £10 million aimed at reducing prices across nearly 250 products within its esteemed No.1 and Duchy Organic ranges. This extensive programme reflects Waitrose’s ongoing effort to deliver premium products at more competitive prices.
The first phase of this initiative has seen price reductions applied to over 80 No.1 and 45 Duchy products. A selection of these include the No.1 Vintage Cornish Cheddar, now priced at £3.00 from a previous £3.35, and the Duchy Organic Basmati Rice, reduced to £3.00 from £3.40. These adjustments indicate a clear intent to offer more affordable luxury goods to consumers.
This recent campaign marks the sixth instance of price reductions by Waitrose since February 2023, culminating in a significant cumulative investment of £140 million over the past 18 months. Such repeated efforts underscore the supermarket’s dedication to competitive pricing as part of its broader market strategy.
According to Charlotte Di Cello, Waitrose’s Commercial Director, ‘Our food loving customers come to Waitrose to experience the very best, from exceptional flavours to the quality of the ingredients we offer.’ This statement underscores the retailer’s focus on quality while enhancing affordability.
The ‘New Lower Prices’ campaign overall encapsulates reductions on nearly 1,400 products, achieving an average price reduction of over 7%. During Organic Month, which occurs in September, consumers are encouraged to explore Waitrose’s Organic Duchy food and drink selections.
Waitrose’s substantial investment indicates its commitment to blending quality with value, ensuring premium products are more accessible to their clientele.
