Iceland latest move to help shoppers deal with soaring food prices is to launch a new range of cheaper everyday essentials to rival the likes of Asda’s Just Essentials.
The frozen food retailer is joining the ranks of other supermarkets as it releases ‘Value Essentials’ – a range of budget food and drink lines which promise to keep customers’ grocery bills down.
The new affordable range – with prices which start as low as 69p for a loaf of bread – is the latest incentive to be offered by the frozen food giant to help shoppers during the cost of living crisis.
These include a £1 price freeze on products from its value frozen range, a 10% discount for over 60s on Tuesdays and a £30 voucher for pensioners.
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The affordable new range will include a variety of grocery list essentials, including fruit, butter, crumpets, eggs, oil, sausages and more.
It comes as families and households across the country have been battling rising food, energy and fuel prices as inflation hits 10%, its highest level in 40 years.
Shoppers have also been hit with even higher prices at the supermarket, as the latest figures from Kantar found that the UK’s grocery price inflation has soared to a record high of 11.6%. Annual grocery bills are set to increase by an average of £533.
Iceland also recently introduced a new micro-loan scheme with ethical lender Fair For You to help customers afford their groceries.
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