Major supermarket slashes prices of 200 items with even more savings to come

And it’s the most expensive one too (Picture: GETTY)

Waitrose is one of the best supermarket’s in the UK according to Which?, but they’re also one of the most expensive.

The retailer was found to be the priciest for a weekly shop of 72 items in January 2024, with the trolley load costing £170.44. This was 32% more expensive than Aldi, which was the cheapest supermarket at £129.24.

A recent analysis by The Grocer also found Waitrose to be the most expensive shop, with a basket of 33 items costing £66.92, compared to £50.19 at Lidl.

However, it seems the company is taking a leaf out of the German retailer’s book and lowering their prices.

Waitrose is investing £30m in giving shoppers better value (Picture: Getty Images)

Waitrose has just announced a £30million investment into better value for customers, which will see them slashing the price of hundreds of everyday, own-brand products.

More than 200 lines are being reduced, with more cost cuts to come this year.

The new prices will be across items such as British meat, fruit, vegetables, store-cupboard staples, and produce on fresh food counters.

Examples include British Lamb Hind Shanks going from £15 per kilogram to £12.50 per kilogram, Waitrose Soup Mix being cut from £1.20 to £1, and Waitrose Essential Frozen Crinkle Cut Oven Chips being slashed from £2 to £1.75.

Customers shopping the Waitrose Essential and Duchy Organic products will benefit from prices being lowered by 8% on average, with dairy, fish, meat, poultry, ready meals, and frozen food being lowered by 10% on average.

Some of the Waitrose price cuts:

• British Lamb Hind Shanks (sold on meat counter), was £15 per kg now £12.50 per kg
• Waitrose Soup Mix 500g, was £1.20 now £1
• Waitrose Essential Frozen Crinkle Cut Oven Chips 900g, was 32 now £1.75
• Essential Breaded British Higher Welfare Chicken Goujons, was £2.80 now £2.50
• Essential Hot Cross Buns x 4, was £1.10 now £1
• Essential Red Kidney Beans in Chilli 395g, was £1.10 now £1
• Waitrose Casarecce pasta 500g, was £1.90, now £1.75
• Waitrose Passata with Basil 680g, was £1.35 now £1.25
• Small white baguette, was 80p now 75p
• Waitrose Skimmed Filtered Milk 2 Litres, was £2 now £1.90
• Waitrose Essential Wholegrain Sultana Bran 750g, was £2.10 now £2

James Bailey, executive director for Waitrose said: ‘This £30m investment in new lower prices demonstrates our continued commitment to offering our customers the best value for money without compromising our unique, high quality food sourced to industry leading animal welfare standards.

‘We’ve chosen to lower the prices of hundreds of popular products including fresh, frozen and store-cupboard staples, as well as meat and fish on our fresh food counters to make a real difference to our customers’ baskets.

‘In addition to this investment in price we’re constantly looking at new ways to offer customers great value such as free coffee, money-off vouchers, and lowering prices when costs fall as inflation comes down.’

Will Waitrose’s price cuts encourage you to shop there more often?Comment Now

This news comes after two other major supermarkets were named the fastest growing in the UK.

Lidl, a brand known for affordable deals and low prices, sales jumped 13.2% in the last 12 weeks.

On the other end of the price range, sales at M&S grew 11.6% in the last 12 weeks.

Last month, in its latest move to be the nation’s middle-class supermarket of choice, the brand has just announced 65 price cuts, with staple items in its ‘Remarksable Value’ range- such as baked beans, instant coffee and long grain rice – becoming even cheaper.

The latest discounts are in addition to the 200 price cuts M&S announced last October.

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