Waitrose invests €23m to cut prices on fresh produce

The latest round of price reductions of the British chain covers more than 160 own-brand products, as retailers continue to respond to ongoing pressure on household budgets. Key fresh produce categories feature prominently in the move, including onions, mini apples, baby spinach and frozen peas, alongside other staple food items such as eggs, chicken, chickpeas and chopped tomatoes. According to Waitrose, the initiative represents its ninth round of “New Lower Prices” since 2023, bringing its total investment in price reductions near €190m across more than 1,000 products. For the fresh produce sector, the announcement highlights the growing importance of balancing affordability with sourcing standards at a time when consumers remain highly price conscious but continue to expect quality, provenance and sustainability credentials.

“Home for Lovers” strategy

The investment comes as Waitrose continues to strengthen its food business through its “Home of Food Lovers” strategy, which has helped drive customer growth and increased sales across the retailer’s grocery operations. For growers and suppliers, the move reflects the continued competitive pressure within UK grocery retailing, where supermarkets are seeking to demonstrate value while maintaining support for British agriculture and long-term supply partnerships. Source: FPC. Pictures: Waitrose

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