Waitrose has taken an important step towards recovery from the effects of its recent IT issues by cutting the price of key grocery items. The move marks the second time this year that the supermarket has sought to reduce prices, following the announcement of a £100m commitment to make items more affordable. Around 200 products will be cheaper from today, with many of the items falling within the store’s “essentials” range. Products included in the price cut include jars of honey, which will now sell at £2.35 instead of £2.60, and a Waitrose medium white loaf of bread, which will cost £1 instead of £1.15. The price of pork chops will fall to £3.75 from £4.25 and beef mince will be reduced to £3.15 from £3.55. Customers can also benefit from 1 kilogram of “higher welfare” chicken thighs for £3.25, down from £3.60. Charlotte Di Cello, commercial director at Waitrose, emphasised that quality and livestock welfare had not been compromised to facilitate the cuts. The supermarket will also respond to drops in food inflation by passing on any resulting savings to customers.
Morrisons, in contrast, has increased prices for some products, reversing a strategy that led to a reduction in prices for the same items only five months ago. Last year, Aldi leapfrogged Morrisons in the rankings of the UK’s biggest supermarkets.
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