Waitrose has made a strategic investment to reduce prices significantly across its No.1 and Duchy Organic ranges, reflecting its commitment to offering value to customers.
- The initiative involves a £10m injection aimed at lowering prices on nearly 250 items, including popular products like cheese, croissants, and pork joints.
- Waitrose’s current effort is part of a larger strategy, marking the sixth price reduction since February 2023, resulting in a total investment of £140m over the last 18 months.
- The ‘New Lower Prices’ campaign has successfully adjusted the prices of around 1,400 products, achieving reductions of over 7% on average.
- The drive coincides with Organic Month, highlighting Waitrose’s focus on making organic options more accessible to consumers.
Waitrose has announced an additional investment of £10m to slash prices across its renowned No.1 and Duchy Organic ranges. This latest financial commitment emphasizes the retailer’s ongoing endeavor to provide high-quality products at competitive prices, addressing consumer demand for value in premium categories.
The price cuts encompass a diverse array of 250 items, including everyday essentials such as cheese, croissants, and pork joints. As part of the campaign, Waitrose has reduced the price of its No.1 Vintage Cornish Cheddar from £3.35 to £3.00 and adjusted the cost of Duchy Organic Basmati Rice from £3.40 to £3.00.
This initiative is not isolated. Rather, it is part of a broader strategy Waitrose has pursued since February 2023, implementing its sixth price reduction campaign. In total, the supermarket chain has injected £140m into lowering prices over the past 18 months, a testament to its commitment to value-driven customer service.
The ‘New Lower Prices’ campaign has notably impacted approximately 1,400 products, with an average reduction of over 7% across various ranges. This strategic pricing adjustment aims to solidify Waitrose’s position as a leader in the premium supermarket sector while enhancing accessibility to organic products.
Furthermore, the campaign aligns with Organic Month, a period during which consumer focus on organic food peaks. Charlotte Di Cello, Waitrose’s commercial director, commented on the initiative, stating, “Our food-loving customers come to Waitrose to experience the very best, from exceptional flavors to quality of ingredients. This latest investment in prices will include a large number of products across No.1 and our Organic Duchy ranges which we know our customers love.”
The continued investment in price reductions by Waitrose demonstrates its commitment to delivering quality products at accessible prices, enriching the shopping experience for its patrons.
