Upmarket UK retailer Waitrose & Partners has announced that it is lowering the prices of a range of own-brand products by an average of more than 15%.
Price cuts will apply to more than 200 products across a range of everyday items, such as fresh fruit and vegetables and cleaning products.
The initiative will also see the launch of a new marketing campaign across Waitrose outlets and on its website, the company added.
A 'Challenging' Period
Executive director at Waitrose, James Bailey, commented, “This year has been incredibly challenging for consumers and we know times are tough for many, so we are reducing prices to provide our customers with great value on the items they buy most.
“Despite offering lower prices - we’re maintaining the quality, high welfare and ethical sourcing that we’re renowned for, so shoppers can spend less without compromising on what they value.”
The retailer added that Essential Waitrose range will comprise around half of the products which will be offered at reduced prices.
It will include fresh and prepared chicken, which is 100% British and from higher welfare farms, and pork from outdoor bred pigs.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.