Iceland reassured shoppers that it has an ‘abundance’ of festive veg quelling concerns over availability of Christmas dinner staples due to an ‘unseasonably’ wet October harvest.
The frozen food specialist confirmed it as a “strong stock levels” of festive vegetables including potatoes, parsnips, sprouts, broccoli, and cauliflower.
Iceland Foods executive chairman Richard Walker said: “We understand the significance of a traditional Christmas dinner for families across the UK. Despite the potential for fresh vegetable shortages, we want to assure our customers that their Christmas meals are secure.
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“Our frozen range provides a delicious, affordable, and readily accessible solution, and with the growing popularity of air fryers, cooking from frozen has never been easier or more convenient.”
The news follows research from Iceland that found two-thirds (69%) of Brits won’t go without potatoes on Christmas Day. It also found that a further two-fifths of the UK are embracing convenience by using an air fryer to cook their Christmas dinner this year.
Iceland has vowed to “keep prices low” for customers this Christmas.
It has opted not to release a Christmas TV and will instead invest in supporting customers during the cost-of-living crisis, through initiatives such as its Christmas Bonus Cards Saving scheme, which gives shoppers £15 back when they top up £100, as well as deals such as a turkey roast dinner bundle for 8-10 people for just £30.
