Iceland has confirmed a change in the pricing in its UK stores. The British frozen food retailer has revealed that more than 900 items have been cut in price, with some deals available for just £1. The supermarket announced its ‘Frozen Pledge’ this week as cash-strapped Brits are increasingly on the lookout for cheaper groceries amid the cost-of-living crisis. The price cuts have arrived in both Iceland Foods and The Food Warehouse stores across the UK.
The supermarket revealed that more than two-thirds (69%) of Brits say they are worried about rising food prices, with four in 10 (40%) admitting they have skipped meals to save money on food shopping. It says that its stores are “packed with discounts, deals and money-saving promises” following the findings in the research. More than 200 frozen items have been reduced or included in special offers, making this one of Iceland’s most substantial customer savings initiatives to date.
As part of this, there is a £1 meal section now in Iceland stores. There are also £2 ice cream promotions, three for £5 on chips and vegetables, and £1 savoury pastries.
While Iceland’s own-label products have gotten price reductions, it also applies to some branded freezer goods. There are also 2 for £5 deals on McCain ranges and Best Ever Brands featured in an eight for £10 multi-buy promotion.
Richard Walker, executive chairman at Iceland Foods said: “Doing the right thing for customers has never been more important and this Frozen Pledge is a huge commitment to both our new and existing shoppers.
“It’s one of our biggest ever refreshes on deals and now includes hundreds of our frozen products across our stores.
“We know people from all walks of life are continuing to feel the pressure of rising costs, so we want to help people save money just when they need it most.”
Additionally, Iceland has confirmed that its popular 10 for £10 offer will now be extended throughout June and July.
Items available for just £1 at Iceland Foods and The Food Warehouse include Iceland Two Minute Slice Hawaiian Pizza, Iceland Thin Crust Cheese & Onion Pizza and Iceland Pizza Subs Cheese – 2 pack.
The retailer’s research found that nearly three-quarters (74%) of Brits expect supermarkets to intervene and assist with the ongoing cost-of-living crisis. The supermarket said these new deals and price reductions are aimed at helping shoppers who are looking to stretch their weekly budgets a bit further.