Iceland confirms major new change to prices across 900 UK stores | UK | News
Iceland confirmed the price change at its UK stores. The British frozen food retailer has announced that the prices of more than 900 products have been slashed, with some discounts available for just £1. The supermarket this week announced its ‘Frozen Pledge’ as cash-strapped Brits increasingly look for cheaper food amid the cost of living crisis. The price cuts have reached both Icelandic Foods and The Food Warehouse stores in the UK.
The supermarket has revealed that more than two-thirds (69%) of Brits are worried about the rise in food prices, with four in 10 (40%) admitting to skipping meals to save on food shopping. According to the findings of the research, it is stated that their stores are “full of discounts, deals and savings promises”. More than 200 frozen products have been discounted or included in special offers, making this one of Iceland’s most significant customer savings initiatives to date.
As part of this, Iceland stores now have a £1 food section. There are also promotions for £2 ice creams, three for £5 on chips and veggies and £1 for delicious pastries.
While price discounts are provided for Iceland’s own label products, this also applies to some branded freezer products. Also in the McCain range are the Best Brands Ever in 2 deals for £5 and eight multi-buy promotions for £10.
Island Foods chief executive Richard Walker said: “Doing the right thing for customers has never been more important and this Frozen Commitment is a huge commitment for both new and existing customers.
“This is one of our biggest deal refreshes ever and now includes hundreds of our frozen products in our stores.
“We know people from all walks of life continue to feel the pressure of rising costs, so we want to help people save money right when they need it most.”
Additionally, Iceland has confirmed that its popular 10 for £10 offer will now be extended throughout June and July.
Products available for just £1 at Ireland Foods and The Food Warehouse include Iceland Two Minute Slice Hawaiian Pizza, Iceland Thin Crust Cheese and Onion Pizza and Iceland Pizza Subs Cheese – 2 pack.
The retailer’s research found that nearly three-quarters (74%) of Brits expect supermarkets to step in and help with the ongoing cost of living crisis. The supermarket said these new deals and price cuts are aimed at helping shoppers looking to stretch their weekly budgets a little further.
