Waitrose is lowering the prices on over 200 lines of its own brand products, with prices dropping by an average of eight per cent.

The supermarket said the decision is part of a £30 million investment and follows a similar move last year.

Meat, fruit and vegetables are included in the latest round of price cuts along with frozen items and Duchy Organic products. Waitrose added that it intends to lower prices of more items in the spring.

James Bailey, Executive Director for Waitrose said; “This £30 million investment in new lower prices demonstrates our continued commitment to offering our customers the best value for money without compromising our unique, high-quality food sourced to industry leading animal welfare standards,” said James Bailey, executive director for Waitrose. “We’ve chosen to lower the prices of hundreds of popular products including fresh, frozen and store-cupboard staples, as well as meat and fish on our fresh food counters to make a real difference to our customers’ baskets.”

Several other UK supermarkets have also announced price cuts since the start of the year.

Last month Marks and Spencer revealed it was lowering the cost of around 65 products by an average of six per cent and extending a price lock on over 100 popular products until after Easter.

Discount supermarket Aldi also announced two price cuts in January with price reductions on around 100 items.

At the beginning of the year, Asda said it would be lowering the prices of around 287 products to regain market share from Lidl and Aldi. Prices were reduced by an average of 17 per cent and included products such as cheese, bread, breakfast cereals and rice.

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