Waitrose cuts prices on more than 370 everyday own-brand products – with some cheaper than Morrisons

WAITROSE has cut the cost of over 370 of its everyday essentials, in a huge boost to shoppers. Despite being regarded as Britain’s most expensive supermarket, some of its prices rank even cheaper than Morrisons. Waitrose has slashed the price of a number of its essential goods Credit: Alamy After investing £20million to cut consumer costs, Waitrose has slashed the price of over 370 everyday own-brand products. Reductions on the range of items average at around 11 per cent, with some of the best savings seeing 37 per cent off the original prices. Sign up for the Money newsletter Thank you! The supermarket’s latest price cuts cover a broad range of items, from fresh fruit and vegetables, breakfast and lunchbox foods and household products. This includes essentials such as a medium-sized loaf of white bread, reduced from £1 to 80p, and 500g of free range lean mince, reduced from £4.55 to £3.75. Some of Waitrose’s newest savings even rank cheaper than Morrisons, with its 1kg of porridge now priced £1, which is 35p cheaper than what the rival supermarket charges. The posh supermarket has also trimmed down the cost of its orange juice by 40p to £1.60. This beats Morrisons, which has priced the drink at £2. Waitrose’s recent cost cuts are only the latest investments in its three-year New Lower Prices programme, which has seen £180million invested to reduce the price of more than 1,000 items. More than half of the supermarket’s most recent price cuts are from the Essential Waitrose range in a move to promote its responsibly sourced and higher welfare meat and dairy products. Most read in Money Nathan Ansell, Waitrose’s chief customer officer, said: “September is a reset moment for households across the country. Waitrose's reduced prices on essential goods Essential Porridge Oats, 1kg – Was £1.25, Now £1 Super Soft White Medium Loaf, 800g – Was £1, Now 80p Essential Pure Orange Juice, 1L – Was £2, Now £1.60 Essential Beef Rump Steak, 230g – Was £5.75, Now £4.95 Free Range Pork 5% Fat Lean Mince, 500g – Was £4.55, Now £3.75 Essential British Chicken Wings, 475g – Was £2, Now £1.75 Conference Pears, four pack – Was £2.50, Now £2 Maris Piper Potatoes, 2kg – Was £2.20, Now £1.90 Perfectly Ripe Avocados, two pack – Was £1.90, Now £1.60 Essential Mature British Cheddar, 550g – Was £4, Now £3.50 “As families get back to their regular routines, we know customers are looking for ways to make their weekly shop work harder for their budgets. “That’s why we’re investing £20m to lower the price of more than 370 everyday products, from breakfast and lunchbox staples to the ingredients people rely on for family meals.” Recent analysis by Which? ranked Waitrose as the most expensive supermarket for August, with the average price of a 92- item shop costing £223.75. That’s compared to Morrisons which charged £194.11 for the same basket of items or Asda which priced it at £185.21. The report said that Aldi was the cheapest place to buy groceries in the UK, during the month, with the 92- product shop setting you back £159.36. Comment now