Britons could get spinach, chicken thighs, apples, and onions for cheaper
Waitrose is cutting the price of hundreds of everyday groceries in its latest bid to attract shoppers.
The supermarket says customers will save millions of pounds as the cost of staples including fruit, vegetables and meat is reduced.
The retailer has launched a £20million price-cutting campaign, reducing the cost of more than 160 own-brand products by an average of 12 per cent.
The lower prices apply in both stores and online, with products including spinach, chicken thighs, apples and onions among those receiving discounts.
The move represents the retailer's latest attempt to reclaim customers who have drifted towards competitors Marks and Spencer and Ocado in recent years.
Close to half of the reduced products come from the Essential Waitrose line, which concentrates on affordable daily groceries and attracts nearly eight out of ten shoppers.
The discounts span cupboard essentials, fresh produce, snacks and household items.
Baby spinach offers one of the most significant reductions, with a 120g pack dropping from £1.60 to £1.10 – a saving of 31 per cent.
Weekly shopping staples have also been trimmed, including British chicken thighs now priced at £3.20 per kilogram rather than £3.95, while a half-dozen free-range white eggs has decreased from £1.50 to £1.30.
The price offensive comes as British consumers show signs of reining in spending, with rising energy bills and inflation concerns weighing on household budgets.
Supermarket till receipts grew by a mere 0.2 per cent during the three weeks leading up to mid-May, according to NiQ data, marking the weakest performance of 2026 so far.
Worries about increased fuel expenses and council tax have prompted shoppers to seek out promotional deals, with spending on discounted goods climbing nearly 9 per cent year-on-year while full-price purchases remained flat.
Despite investing £140 million in price reductions since 2023, Waitrose's market share has held steady at 3.8 per cent, while M&S has expanded to 4.1 per cent following a 12 per cent surge in food sales.
Nathan Ansell, customer director at Waitrose, said: "We know our customers are still watching every penny they spend, but they shouldn't have to compromise on quality.
"This latest investment in lowering prices on everyday essentials means customers can enjoy the quality they expect from Waitrose at even better value."
The supermarket chain is also preparing for longer-term transformation under new John Lewis chair Jason Tarry, a former Tesco executive who intends to invest £1 billion in modernising Waitrose stores and growing its retail footprint.
M&S meanwhile has outlined ambitions to double its food revenues by expanding both the quantity and scale of its grocery outlets.