Waitrose is continuing a drive to improve its competitiveness with an investment of £10m to lower the prices across nearly 250 products in its premium No.1 and Duchy Organic ranges.
The first phase of the price cuts covers nearly 130 products across the two brands. Examples include its No.1 White Sourdough Loaf down by 9.1%, No.1 Vintage Cornish Cheddar reduced by 10.4%, and Duchy Organic Basmati Rice falling by 11.8%.
The upmarket supermarket, which has stabilised its market share in recent months, noted that this was the sixth time it has cut prices in the last 18 months, taking its total investment to £135m. The ‘New Lower Prices’ campaign has seen cuts on nearly 1,400 products, with reductions of over 7% across its ranges.
Charlotte Di Cello, Commercial Director for Waitrose, said: “Our food-loving customers come to Waitrose to experience the very best, from exceptional flavours to the quality of the ingredients we offer. This latest investment in prices will include a large number of products across No.1 and our Organic Duchy ranges which we know our customers love.
“With many celebrating Organic Month this September, there’s no better time to try our Organic Duchy food and drink.”
NAM Implications:
- As always, the key will be the extent of repeat purchases at reduced prices.
- And JLP now has sufficient retailing experience on board to know this.
- Exciting times ahead…
