Waitrose and Aldi have both announced another round of price cuts as food inflation continues to slow, the former offering reductions as part of an ongoing battle with Ocado to win back its middle-class customers who have fled for rivals in prior years.
German supermarket Aldi said it would be cutting the prices of fruit and veg essentials like courgettes, bananas, and apples by an average of 11%.
Slashing prices on more than a third of its product range, 55 items at Aldi will now be reduced after the group announced more than 100 price drops earlier this year.
Waitrose confirmed it will be cutting prices on up to 250 products on Wednesday, slashing the prices of Sunday roast staples like chicken and potatoes as well as everyday essentials like sausages and penne pasta.
Averaging a 10% reduction on the items, it marks the third round of cuts for the high-end supermarket, which said the falls in prices were a direct result of food inflation slowing.
Waitrose commercial director, Charlotte Di Cello, said: “Giving our customers good value for money is a priority and we continue to work hard to keep our prices low, whilst maintaining our quality and supporting our fantastic farmers.”
Last week, fellow rival Ocado said it was slashing the price of products like avocados, kale and organic vegetables, with Waitrose’s price cuts likely a response to this considering the privately-owned retailer has seen its profits and market share diminish since the pandemic.
Aldi, on the other hand, has been soaring since Covid, opening 1,000 sites in the UK, being consistently voted cheapest supermarket month-on-month and pushing forward with an aggressive expansion plan which aims to hire thousands of new workers.