CSS only solution to set MULTIPLE “same height” row sections on a responsive grid

Based on your own answer, where you grouped them by 4, you can do that with CSS Flexbox too.

To make them behave when there is less than 4, it might be possible to accomplish that using the nth-child selector, but it was simpler to use a last* class, so I went for the latter.

One might even be able to do this without the .group_of_4 wrapper, with some clever nth-child rules, but again, went for the simpler since it does not come with any obvious limitations

Fiddle demo

.items {
  display: flex;
  flex-direction: column;
  max-width: 1200px;
}

.items .group_of_4 {
  display: flex;
  flex-wrap: wrap;
  justify-content: space-between;        /*  updated  */
}

.items .group_of_4 ~ .group_of_4 {
  margin-top: 24px;
}

.items .group_of_4 > div {
  width: calc(25% - 12px);                /*  updated  */
  box-sizing: border-box;
  padding: 12px;
}


.item__heading {
  background-color: #d4d0f5;
  padding: 10px;
  text-align: center;
  border: 1px solid #bbbbbb;
  order: 1;
}

.item__content {
  padding: 10px;
  border-left: 1px solid #bbbbbb;
  border-right: 1px solid #bbbbbb;
  order: 2;
}

.item__features {
  padding: 10px;
  border-left: 1px solid #bbbbbb;
  border-right: 1px solid #bbbbbb;
  background-color: #f7cbb1;
  order: 3;
}

.item__price {
  background-color: #e0f6d9;
  padding: 10px;
  text-align: center;
  border: 1px solid #bbbbbb;
  order: 4;
}

/* one item in a group */
.items .group_of_4 .last1 {
    margin-right: calc(75%  6px);        /*  updated  */
}
/* two items in a group */
.items .group_of_4 .last2 {
    margin-right: calc(50% + 6px);       /*  updated  */
}
/* three items in a group */
.items .group_of_4 .last3 {
    margin-right: calc(25% + 6px);       /*  updated  */
}

@media (max-width: 600px) {
  .items .group_of_4 > div:nth-child(8) ~ .item__heading {
    margin-top: 24px;
    order: 5;
  }
  .items .group_of_4 > div:nth-child(8) ~ .item__content {
    order: 6;
  }
  .items .group_of_4 > div:nth-child(8) ~ .item__features {
    order: 7;
  }
  .items .group_of_4 > div:nth-child(8) ~ .item__price {
    order: 8;
  }
  
  .items .group_of_4 > div {
    width: calc(50% - 12px);             /*  updated  */
  }

  /* one item in a group */
  /* three items in a group */
  .items .group_of_4 .last1,
  .items .group_of_4 .last3 {
    margin-right: 50%;
  }
  /* two items in a group */
  .items .group_of_4 .last2 {
    margin-right: 0%;
  }  
}
<div class="items">

  <div class="group_of_4">
    <div class="item__heading">
      Item 1
    </div>
    <div class="item__content">
      Some content that is not that long
    </div>
    <div class="item__features">
      <ul>
        <li>feature 1</li>
      </ul>
    </div>
    <div class="item__price">
      £99.99
    </div>

    <div class="item__heading">
      Item 2
    </div>
    <div class="item__content">
      Some content that is longer than other items on the same row and sets the height of this section as it spans many more lines than the rest of the other content sections on this row
    </div>
    <div class="item__features">
      <ul>
        <li>feature 1</li>
      </ul>
    </div>
    <div class="item__price">
      £69.99
    </div>

    <div class="item__heading">
      Item 3
    </div>
    <div class="item__content">
      Some content that is not that long
    </div>
    <div class="item__features">
      <ul>
        <li>feature 1</li>
        <li>feature 2</li>
        <li>feature 3</li>
      </ul>
    </div>
    <div class="item__price">
      £69.99
    </div>

    <div class="item__heading">
      Item 4
    </div>
    <div class="item__content">
      Some content that is not that long
    </div>
    <div class="item__features">
      <ul>
        <li>feature 1</li>
      </ul>
    </div>
    <div class="item__price">
      £109.99
    </div>
  </div>
  
  
  <div class="group_of_4">
    <div class="item__heading">
      Item 5
    </div>
    <div class="item__content">
      Some content that is a medium kind of length blah blah
    </div>
    <div class="item__features">
      <ul>
        <li>feature 1</li>
      </ul>
    </div>
    <div class="item__price">
      £29.99
    </div>

    <div class="item__heading last2">
      Item 6
    </div>
    <div class="item__content last2">
      Some content that is not that long
    </div>
    <div class="item__features last2">
      <ul>
        <li>feature 1</li>
      </ul>
    </div>
    <div class="item__price last2">
      £99.99
    </div> 

  </div>
</div>

Here’s a script based solution, for anyone who want that.

What’s missing in it is a resize event handler, that does recalculate max height per row instead.

(function(d) {
  window.addEventListener("load", function() {
    var item = d.querySelector('.items');
    var items = item.querySelectorAll('.item__features');
    var heights = [], i = 0, css;
    for (i = 0; i < items.length; i++) {
      heights.push(parseFloat(window.getComputedStyle(items[i], null).getPropertyValue("height")));
    }
    css = ".item__features { height: " + Math.max.apply(null, heights) + "px; }" ;
    var st = d.createElement('style');
    st.type="text/css";
    if (st.styleSheet) {
      st.styleSheet.cssText = css
    } else {
      st.appendChild(d.createTextNode(css));
    }
    (d.head || d.getElementsByTagName('head')[0]).appendChild(st);
  }, false);
}(document));
.items {
  display: flex;
  flex-wrap: wrap;
  max-width: 1200px;
}

.item {
  display: flex;
  flex-direction: column;
  width: 25%;
  box-sizing: border-box;
  padding: 0 12px;
  margin: 24px -4px 24px 0;
}

@media (max-width: 600px) {
  .item {
    width: 50%;
  }
}

.item__heading {
  background-color: #d4d0f5;
  padding: 10px;
  text-align: center;
  border: 1px solid #bbbbbb;
}

.item__content {
  flex: 1 1 auto;
  padding: 10px;
  border-left: 1px solid #bbbbbb;
  border-right: 1px solid #bbbbbb;
}

.item__features {
  padding: 10px;
  border-top: 1px solid #bbbbbb;
  border-left: 1px solid #bbbbbb;
  border-right: 1px solid #bbbbbb;
  background-color: #f7cbb1;
}

.item__features ul {
  margin: 0px;
}

.item__price {
  background-color: #e0f6d9;
  padding: 10px;
  text-align: center;
  border: 1px solid #bbbbbb;
}
<div class="items">

  <div class="item">
    <div class="item__heading">
      Item 1
    </div>
    <div class="item__content">
      Some content that is not that long
    </div>
    <div class="item__features">
      <ul>
        <li>feature 1</li>
      </ul>
    </div>
    <div class="item__price">
      £99.99
    </div>
  </div>


  <div class="item">
    <div class="item__heading">
      Item 2
    </div>
    <div class="item__content">
      Some content that is longer than other items on the same row and sets the height of this section as it spans many more lines than the rest of the other content sections on this row
    </div>
    <div class="item__features">
      <ul>
        <li>feature 1</li>
      </ul>
    </div>
    <div class="item__price">
      £69.99
    </div>
  </div>

  <div class="item">
    <div class="item__heading">
      Item 3
    </div>
    <div class="item__content">
      Some content that is not that long
    </div>
    <div class="item__features">
      <ul>
        <li>feature 1</li>
        <li>feature 2</li>
        <li>feature 3</li>
      </ul>
    </div>
    <div class="item__price">
      £69.99
    </div>
  </div>

  <div class="item">
    <div class="item__heading">
      Item 4
    </div>
    <div class="item__content">
      Some content that is not that long
    </div>
    <div class="item__features">
      <ul>
        <li>feature 1</li>
      </ul>
    </div>
    <div class="item__price">
      £109.99
    </div>
  </div>

  <div class="item">
    <div class="item__heading">
      Item 5
    </div>
    <div class="item__content">
      Some content that is a medium kind of length blah blah
    </div>
    <div class="item__features">
      <ul>
        <li>feature 1</li>
      </ul>
    </div>
    <div class="item__price">
      £29.99
    </div>
  </div>

  <div class="item">
    <div class="item__heading">
      Item 6
    </div>
    <div class="item__content">
      Some content that is not that long
    </div>
    <div class="item__features">
      <ul>
        <li>feature 1</li>
        <li>feature 2</li>
      </ul>
    </div>
    <div class="item__price">
      £99.99
    </div>
  </div>

</div>

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