Ocado has introduced price cuts on almost 4,000 Waitrose own-label food and drinks products.

Under Ocado’s ‘Internet Only Prices’ guarantee, a wide range of Waitrose products, including fruit and vegetables, fish, meat, grocery and household items, will become cheaper to buy online at Ocado than in Waitrose stores.

“This is a seminal moment in online grocery retailing,” says Jason Gissing, co-founder of Ocado. “People are used to paying less for books, CDs and holidays online, now they can pay less for their supermarket shopping too.”

“Online grocery shopping is rapidly becoming mainstream in a way that online consumer electronics and travel did a few years ago,” he added. “I think Ocado and Waitrose are making the next big retail move; this is a seismic change for the industry and a big draw for Tesco and Sainsbury’s current customers who are already finding us a source for great value and quality.”

Internet Only Prices offered this week include filter coffee at £3.59 (60p less than in-store), pork sausages at £2.29 (30p less) and dishwasher tablets (£1 less).

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