Waitrose will become the latest major retailer to enter the price war today when it launches its new ‘essential Waitrose’ own-label range of goods, with more than 800 low-price lines.
The range covers everything from soft fruit and salad to household goods, grocery, meat and poultry, but the supermarket insists it has not compromised its traditional stance on high quality standards and ethical integrity.
The new range will feature low prices on blackberries, blueberries, raspberries and strawberries but the extent of the value of its deals is yet to be seen as one price, for salad cress, fell by just a penny.
The blackberries will be re-priced at £1.99 for 150g of product, blueberries will be £2.49 (225g), raspberries £3.49 (170g) and strawberries will make £1.74 for 400g.
Waitrose insist its fresh produce ethics will not be compromised, as bananas will remain Fairtrade and UK fruit and vegetables accredited by the Linking Environment And Farming scheme.
The supermarket has significantly increased the amount of discount offers in store as it looks to increase competition across the retail spectrum.
The range will be made up of 200 new lines as well as existing Waitrose products, 450 of which will be reduced in price, and the retailer will continue to launch the range in stores until the end of October 2009 across 98 categories.
Mark Price, managing director of Waitrose, said: "Customer research tells us that although we are a destination store for quality products, shopping for our own-label essential items hasn't been as easy as it could be.
"Waitrose own-label lines have always been produced to a superior quality and even sold as a stand-alone brand in quality supermarkets throughout the world. essential Waitrose effectively combines the quality our customers have come to expect and the reassurance of Waitrose values, together with affordable prices and an easily recognisable brand."
A Waitrose spokesperson told freshinfo: “More fruit and vegetables will be introduced from now until October. Prices of these products haven't yet been confirmed - the majority of products are existing lines.
“essential Waitrose is designed to make shopping for staple groceries easier for customers. The packaging design has a consistent look and feel, making it easy for shoppers to navigate ranges throughout the store.”
The upmarket retailer has also promoted Rupert Thomas, head of innovation and brand development, to become director of marketing and brand development, replacing Suzanna Duke, the new director of ambient buying.
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