Iceland Foods is offering free meals this half term to parents whose children normally receive free school meal vouchers.
The frozen food specialist is giving these families a £2 top-up when they spend the government’s £15 Free School Meal voucher in-store – which will allow them to buy two meals from Iceland’s £1 family meal range.
The new initiative is prompted by the ending of the government’s cost-of-living payment and aims to aid parents struggling to feed their children during the school holidays.
Executive chairman Richard Walker said: “We know how expensive half-term can be for families and that the end of the government cost-of-living payments will have a big impact.
“We want to play our part in helping them, so this half term we’re again going to commit that families whose child receives free school meal vouchers will receive a £2 top-up when they spend the £15 voucher in Iceland and swipe their bonus card – that’s two free meals from our popular £1 family meal range.”
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The supermarket’s latest scheme follows previous money-saving initiatives it has introduced to support families.
Last month, the supermarket increased its offering within its £1 meal range, with sales of the range soaring 61% year on year in the first half of January.
Other promotions the grocer has launched include five for £5 on lunchtime items, and discounts across leading brands such as Pepsi, Coke, Pringles, Velvet and Surf.
Walker added: “Iceland is continuing to support families as we’re aware of the financial challenges our customers are facing, and we implore the government to do the same by extending the lifeline that is the cost-of-living payments while people are still facing inflated bills.”
“It’s not just food and drink that parents end up spending more on during half term. Keeping children entertained is also a costly expense, something Iceland has recognised.”
