A trip to Whole Foods may no longer cost your whole paycheck, Bloomberg reports.
Amazon recently purchased the grocery chain, and on Monday, Amazon’s first official day of ownership, prices at the market were slashed up to 43 percent.
Whole Foods and Amazon announced on Twitter Thursday that the objective under new ownership is to make high-quality health food available to everyone — even those on a budget.
Together we’ll pursue the vision of making @WholeFoods' high-quality, natural and organic food affordable for everyone
— Amazon News (@amazonnews) August 24, 2017
— Whole Foods News (@WholeFoodsNews) August 24, 2017
According to Bloomberg, popular Whole Foods items like bananas, apples, salmon and rotisserie chicken boast the biggest price drops.
“Price was the largest barrier to Whole Foods’ customers,” said Mark Baum, a senior vice president at the Food Marketing Institute, an industry group. “Amazon has demonstrated that it is willing to invest to dominate the categories that it decides to compete in.”
So far, foodies who frequent the health food giant aren’t exactly mad about the new prices on their favorite products.
It's both exciting and disheartening how excited I am for these Whole Foods price drops.
— Maria Del Russo (@maria_delrusso) August 28, 2017
Went to Whole Foods for lunch those price drops were looking a-ok with me!
— 'ColeWorld (@Ncoleycole) August 28, 2017
Walking into Whole Foods after the Amazon price drops pic.twitter.com/mNl5NDCcaU
— Polo cholo (@pilulmao) August 28, 2017
Me when I heard Amazon's dropping the price of avocados by 30% at Whole Foods… pic.twitter.com/upwa2HmS6H
— Only In Boston (@OnlyInBOS) August 28, 2017
When you get to the Whole Foods seafood counter and see the new salmon prices. pic.twitter.com/FLJx5fuF1f
— $Kitchenista (@TheKitchenista) August 28, 2017
While many of Whole Foods’ products are still more expensive than those of traditional grocery stores, even after the cost cuts, the company hopes cheaper prices will help them beat competitors like Costco, Wal-Mart, Target and local supermarkets.