Iceland doubles £1 price freeze deals

Iceland has doubled its £1 or less price freeze initiative, rolling it out to more than 1,000 of its value products.

Customers can now buy hundreds of the grocer’s “easy tea solutions”, such as own-brand chicken nuggets, spaghetti bolognese and pepperoni pizza subs for £1.

Hundreds of branded products have also been added, including McVities penguin bars, Fairy liquid and Huggies baby wipes.

The price freeze initiative forms part of the frozen food retailer’s efforts to cut costs for consumers amid rising expenses.

Last week, Iceland revealed to Grocery Gazette it was scrapping its Christmas ad this year in order to invest more into price cuts.

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Iceland executive chairman Richard Walker said: “We know the cost-of-living crisis is still very much in the minds of families as we approach the Christmas period.

“To ease the pressure on our customers, not only are we offering low prices but a commitment to keeping them that way with our value range price freeze. Spanning a range of household essentials and family favourites, we know these are the products our customers love, and most importantly, use daily.

“It’s why already this year we’ve created more ways for families to access the products they need most, by doubling the number of price-slashed products to 1,000 and greatly expanding our range of £1 items.”

Iceland’s full-year results were published this week, which revealed it had plunged to a £17.1m loss in its last financial year. The retailer attributed its deep losses to a “wholly unprecedented” £94m rise in its annual energy bill.



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