Iceland Foods has seen sales of its £1 or less range soar this month, with demand for the value meals up 84% in the first week of January alone.
The frozen food retailer said sales of the value line were up 61% in the first half of this month as shoppers aim to “beat the January pinch.”
It comes as Iceland has increased the number of own-brand and branded products in the range, taking the total to more than 700 items.
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Iceland managing director Richard Walker said that adding 50 new products to the £1 range was “key” to supporting its customers.
He added: “Access to affordable family meals is so important, giving people a chance to get around the dinner table and enjoy a hot meal even when the financial pressures are huge.
“On top of this, we’ll continue to do more to help families shop affordably, such as our recent 1p veg initiative and our continued support for free school meals.”
In December, Iceland offered a range of frozen vegetables and fresh produce for 1p to help shoppers’ budgets go further at Christmas.
