Whole Foods will slash prices on hundreds of items starting Wednesday, marking the third round of price cuts as the grocer looks to revamp its 'Whole Paycheck' image.
div > div.group > p:first-child"> Customers will save an average of 20 percent on the new reduced price items, Whole Foods said. It expects to focus its discounts on produce, like greens, tomatoes and tropical fruits.
The specialty grocer, once known as"Whole Paycheck," was acquired by Amazon last year, as it was struggling to fend off competition from retailers offering the same products at a better price. Under Amazon, Whole Foods has taken a number of steps to streamline its business and tackle its high prices. Those efforts include to centralize its merchandising, rather than allowing brands to outsource the task to third-party services. Last year, it rolled out additional 10 percent off of already discounted products for Amazon Prime members.
"Whole Foods Market continues to maintain the high quality standards that we've championed for nearly 40 years and, with Amazon, we will lower more prices in the future, building on the positive momentum from previous price investments," CEO John Mackey said in a statement.
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