UK supermarket chain Waitrose has announced a further investment of £10m ($13m) to reduce prices across 250 premium products - a significant step in its ongoing price reduction campaign.  

In the first phase of the latest price cuts, the retailer will lower the prices of 125 items, including 80 No.1 and 45 Duchy Organic products. 

The products include cheese, croissants and pork joints. 

Waitrose commercial director Charlotte Di Cello 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.” 

The latest reduction is the sixth time that Waitrose has slashed prices on several products since February 2023. 

The overall investment in price reductions will amount to £140m since the beginning of 2023.

The retailer’s "New Lower Prices" campaign has seen price cuts on 1,400 products, with average reductions exceeding 7% across the retailer's ranges. 

In April 2024, Waitrose lowered prices on more than 200 everyday grocery items including potatoes, butter and cream. 

In August 2024, the supermarket chain announced plans to open 100 convenience stores up to 2029 in a £1bn investment in new outlets and refurbishments.