Iceland has extended its £1 price freeze throughout 2023, running across hundreds of frozen products in a bid to support customers as the cost-of-living crisis continues to ramp up.
The supermarket has also confirmed that it will continue to offer its over 60s discount every Tuesday.
Since the discount was launched in 2022, Iceland has seen a marked growth in transactions and new customers every week – with 300,000 customers taking advantage of the discount on a single day in December.
Throughout 2023, Iceland has said it will also be working to mitigate the impact of rising inflation on shoppers by keeping the price of over 600 £1 or less items as close to £1 and under as possible for the rest of the year.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
The supermarket currently offers around 20% of all its products for £1 or less.
As the pressures on household budgets continue to mount, consumers are looking for new ways to unlock value in their grocery shop, with frozen food proving a popular money-saving hack for many.
Iceland’s executive chairman Richard Walker said: “Many families are deeply worried about the tough times that lie ahead this year, which is why we have stepped up to extend our price freeze on our frozen range, giving our customers the assurance that the prices of the products they love will remain low.
“We have a responsibility to support our customers in any way we can and offer great value when people need it most.”
As well as offering extra value, the Iceland Food Club, in partnership with Fair for You, offering financially vulnerable customers interest-free micro loans of £25 – £100 to purchase everyday items, will be continued this year.
The Iceland Food Club provided a lifeline to 10,000 customers in December, and the first top up window of 2023 will open on 13 February for two weeks.
