Now that’s a cost-of-living crisis! Waitrose announces £100million in reductions across its essentials range as retailer ‘looks to shed its image as an expensive supermarket’
- Waitrose cuts prices by £100m over 300 essential products like ham and cheese
- Some items will be reduced by as much as 20% to help cost-of-living squeeze
Long seen as a place that didn’t pride itself on aggressive price-cutting, it now seems Waitrose is keen to shed its image as an expensive supermarket.
The chain has announced reductions of £100million across 300 essentials, including ham, cheese and sausages.
The reductions of as much as 20 per cent on many items will be welcomed by shoppers facing the biggest cost of living squeeze since the Second World War.
And the move follows the launch of schemes by other supermarkets to match prices at discount stores Aldi and Lidl.
Cuts include reducing the prices of nearly a third of its own-brand range Essential Waitrose, by on average 14 per cent.
Long seen as a place that didn’t pride itself on aggressive price-cutting, it now seems Waitrose (pictured) is keen to shed its image as an expensive supermarket
Waitrose British Roast Ham Slices (80g) are down by 50p to £1
Among the biggest savings in this range are British Roast Ham Slices (80g), down by 50p to £1, and Mature British Cheddar (160g), which has been cut by 60p to £1.50. While a pack of eight pork sausages has been reduced by 65p to £2.
Waitrose’s James Bailey said: ‘We understand that getting value for money has never been more important for everyone. So we’re cutting the prices of hundreds of everyday favourites from carrots to butter.’
But he added: ‘We won’t compromise our commitments to delivering excellent customer service, exceptional quality and the unique ranges we know our customers love.’