Waitrose has said it will invest over £20million o lower prices on over 160 of its most popular own brand products in customers’ everyday shops, marking its ninth round of ‘New Lower Prices’ since 2023.

By reducing prices across selected grocery staples by an average of 12%, it said it would cut the cost of popular products bought by nearly 8 in 10 of its customers, reducing prices while maintaining standards across product quality, sourcing and welfare.

“Customers are watching what they spend, but they don’t want to compromise on the food they buy,” said Nathan Ansell, Waitrose’s Chief Customer Officer.

Waitrose said that while pricing is a key focus, it remains committed to its approach to animal welfare and responsible sourcing across its entire range, including lower-priced products.

“This investment is about doing the right thing for our customers, helping them save on the products they shop most often, while keeping the quality they expect from Waitrose,” Ansell added. “Our customers want to feel confident in the food they buy, without compromising on what matters to them.”